Raiden Science Foundation

Lifesaving (literally!) storytelling

The Challenge

What would you do if you found out your child had an ultra-rare genetic disease? When the Phams learned that their son was suffering from UBA5 disorder, they decided to fight not only for him but for others similarly impacted. Because UBA5 only affects an estimated 40 children currently, there is very limited research and funding.

Our challenge was to create a video for the Raiden Science Foundation that accurately told their story, educated viewers about UBA5 in particular and other rare diseases generally, and attracted donors to help support future medical breakthroughs.

The Goal & Strategy

The foundation had an outdated video created two years prior. Since then, Raiden had grown and their medical story had evolved. It was time to update the family’s story. We brought in a creative copywriter to draft a script and then assembled a small crew at the family’s home in Beaverton, Ore., to capture footage and audio.

Once the video was complete, we brought in our digital advertising specialist to suggest a paid campaign to run during one of the biggest giving times of the year: Giving Tuesday.

8

Days

18K

Audience Reached

4,391

Engagements

$90K

Raised

The Results

With an ad budget of $500, we were able to reach 18,304 people over our target eight-day period and achieve substantial engagement with 4,391 total post engagements, driven primarily by link clicks.

The cost per link click ($0.15) was significantly lower than the typical range, indicating a cost-effective campaign, and the ad resonated with its target audience, particularly women aged 25-34, who were the most engaged with its content.

In total, the campaign raised $90K for the Raiden Science Foundation