Unlocking digital success: Tone Studio’s standout 2-step strategy for NeuRA
CAMPAIGN CREATIVE © TONE STUDIO
In the world of digital acquisition, strategy is key. Does your message need big audience reach, or do you need to sharpen your aim? Each has their pros and cons. We were tasked by Neuroscience Research Australia (NeuRA) to create a lead-generation campaign that would gather lots of leads – so big audience territory it was.
NeuRA is dedicated to improving the lives of people living with brain and nervous system disorders. Their 2-step acquisition strategy aimed to communicate their cause and convert leads into regular givers, known as Discovery Partners. It was the type of project that we find really exciting at Tone: beyond the fact that it was to be a 2-step campaign, it was up to us to come up with the product and the content.
Innovation meets insight: driving engagement
The foundation of any successful campaign lies in the depth of your insight. Our first step was getting to know and understand NeuRA and their audience. Adhering firmly to Tone’s methodology for design thinking, our ideation was inspired by an intriguing revelation that came from one of NeuRA’s lead researchers:
“We know more about space than the human brain.” – Dr Steve Kassem
DR STEVE KASSEM © NEURA
That sparked our campaign’s big idea: the discoveries that NeuRA’s researchers make into the brain are just as incredible and important as the space discoveries made by NASA. That led us to our overarching proposition:
“NeuRA’s brave mission to conquer and cure brain diseases is the Discovery Mission of our lifetime – one you can be part of. Join us. Become a Discovery Partner today to support life-changing brain research.”
Creating a visual voyage of discovery
With the concept set, our next challenge was visual communication. How do you illustrate the vastness of human brain research in a way that captures hearts as well as minds? Our solution was to inject a sense of wonder and excitement into the visuals, with a bold and visionary design that fully reflected the human brain’s infinite capacity for discovery.
THE NEW DISCOVERY PARTNER LOOK AND FEEL © TONE STUDIO
Converting curiosity into support: the hook
Recognising the power of interactive content, we devised a brain quiz as the campaign’s hook. While using a quiz in 2-step acquisition is by no means a new idea, in today’s fast-paced digital world it was the perfect way to capture the attention of NeuRA’s ideal audience, to engage them with the message, and progress them towards a donation.
However, this wasn’t just any quiz; it was a chance for the audience to test their knowledge, working the emotional vs the rational angles:
“Happiness is contagious. True / False” and “Ever wondered why you can’t tickle yourself?”
THE TWO HOOKS USED FOR THE QUIZ © TONE STUDIO
As well as being conversation starters, these questions were the first steps towards building a community of informed, engaged and dedicated Discovery Partners.
The path to conversion
To heighten engagement throughout the customer journey, every touchpoint – from the quiz to the landing page – was a carefully crafted step towards conversion. This visually and intellectually stimulating narrative not only informed people about NeuRA’s work, but also primed them for a deeper conversation about becoming a Discovery Partner.
A VISUALLY RICH EXPERIENCE FROM THE QUIZ TO THE LANDING PAGE © TONE STUDIO
A campaign that delivered
To recap, the objective of this 2-step acquisition campaign was to generate leads, and leads we got! With an average of 700 leads per week and a significant conversion rate, the campaign was a standout success.
“The brain quiz has really started our lead generation program. I’m particularly excited by the focus on audiences and taking on board the feedback from our telefundraising agency. The cost per lead has been far better than we expected and they’re converting to donors too. A great result all round!”
– Laura Brewster, NeuRA
Mastering the art of 2-step: our insights
The success of this campaign illustrates three key learnings: first, define your big idea, ensuring it aligns with the brand and speaks directly to the target audience; second, tailor your mechanism – in this case the quiz – to specifically attract your ideal prospects; third, plan the entire donor journey upfront in order to efficiently move leads from initial interest to committed support.
Our commitment to life-changing impact
At Tone, we are proud to use everything we love about design – from design thinking to UX/UI design – to ensure we create the most engaging experience possible for lead generation. The fact that this campaign was a standout success for NeuRA proves that creative design has a huge role to play in making an impact for fundraising.
Bo Tam is the Design Director at Tone Studio and is a master of fundraising design with more than 11 years of fundraising success to her name (and counting).
Unlocking digital success: Tone Studio’s standout 2-step strategy for NeuRA
In the world of digital acquisition, strategy is key. Does your message need big audience reach, or do you need to sharpen your aim? Each has their pros and cons. We were tasked by Neuroscience Research Australia (NeuRA) to create a lead-generation campaign that would gather lots of leads – so big audience territory it was.
NeuRA is dedicated to improving the lives of people living with brain and nervous system disorders. Their 2-step acquisition strategy aimed to communicate their cause and convert leads into regular givers, known as Discovery Partners. It was the type of project that we find really exciting at Tone: beyond the fact that it was to be a 2-step campaign, it was up to us to come up with the product and the content.
Innovation meets insight: driving engagement
The foundation of any successful campaign lies in the depth of your insight. Our first step was getting to know and understand NeuRA and their audience. Adhering firmly to Tone’s methodology for design thinking, our ideation was inspired by an intriguing revelation that came from one of NeuRA’s lead researchers:
“We know more about space than the human brain.” – Dr Steve Kassem
DR STEVE KASSEM © NEURA
That sparked our campaign’s big idea: the discoveries that NeuRA’s researchers make into the brain are just as incredible and important as the space discoveries made by NASA. That led us to our overarching proposition:
“NeuRA’s brave mission to conquer and cure brain diseases is the Discovery Mission of our lifetime – one you can be part of. Join us. Become a Discovery Partner today to support life-changing brain research.”
Creating a visual voyage of discovery
With the concept set, our next challenge was visual communication. How do you illustrate the vastness of human brain research in a way that captures hearts as well as minds? Our solution was to inject a sense of wonder and excitement into the visuals, with a bold and visionary design that fully reflected the human brain’s infinite capacity for discovery.
THE NEW DISCOVERY PARTNER LOOK AND FEEL © TONE STUDIO
Converting curiosity into support: the hook
Recognising the power of interactive content, we devised a brain quiz as the campaign’s hook. While using a quiz in 2-step acquisition is by no means a new idea, in today’s fast-paced digital world it was the perfect way to capture the attention of NeuRA’s ideal audience, to engage them with the message, and progress them towards a donation.
However, this wasn’t just any quiz; it was a chance for the audience to test their knowledge, working the emotional vs the rational angles:
“Happiness is contagious. True / False” and “Ever wondered why you can’t tickle yourself?”
THE TWO HOOKS USED FOR THE QUIZ © TONE STUDIO
As well as being conversation starters, these questions were the first steps towards building a community of informed, engaged and dedicated Discovery Partners.
The path to conversion
To heighten engagement throughout the customer journey, every touchpoint – from the quiz to the landing page – was a carefully crafted step towards conversion. This visually and intellectually stimulating narrative not only informed people about NeuRA’s work, but also primed them for a deeper conversation about becoming a Discovery Partner.
A VISUALLY RICH EXPERIENCE FROM THE QUIZ TO THE LANDING PAGE © TONE STUDIO
A campaign that delivered
To recap, the objective of this 2-step acquisition campaign was to generate leads, and leads we got! With an average of 700 leads per week and a significant conversion rate, the campaign was a standout success.
“The brain quiz has really started our lead generation program. I’m particularly excited by the focus on audiences and taking on board the feedback from our telefundraising agency. The cost per lead has been far better than we expected and they’re converting to donors too. A great result all round!”
– Laura Brewster, NeuRA
Mastering the art of 2-step: our insights
The success of this campaign illustrates three key learnings: first, define your big idea, ensuring it aligns with the brand and speaks directly to the target audience; second, tailor your mechanism – in this case the quiz – to specifically attract your ideal prospects; third, plan the entire donor journey upfront in order to efficiently move leads from initial interest to committed support.
Our commitment to life-changing impact
At Tone, we are proud to use everything we love about design – from design thinking to UX/UI design – to ensure we create the most engaging experience possible for lead generation. The fact that this campaign was a standout success for NeuRA proves that creative design has a huge role to play in making an impact for fundraising.
Bo Tam is the Design Director at Tone Studio and is a master of fundraising design with more than 11 years of fundraising success to her name (and counting).
CAMPAIGN CREATIVE © TONE STUDIO