Cancer Council WA
Cancer Council WA has far exceeded previous fundraising goals through an audience led omni-channel media strategy, which has delivered by return on ad spend and significantly expanded reach and awareness.
514%
“Working with Bonfire allowed us to expand our brand visibility in a way that was strategic, measurable, and impactful. Their approach helped us not only reach more people but also understand how each channel contributed to engagement. We’re thrilled with the results and the growth in awareness and website traffic we’ve seen.”
— Claudia Dent, Brand & Marketing Manager, Ability WA
The Problem
Ability WA, a leading disability service provider in Western Australia, recognised the need to deepen awareness of its services among a wide audience—including people living with disability, carers, and the broader WA community.
Their objectives were threefold:
- Grow brand awareness across key geographic regions.
- Stay top-of-mind during the customer decision-making journey.
- Build search engine authority, so that audiences exposed to brand campaigns could seamlessly continue their journey through organic and paid search channels.
The challenge was to execute a campaign that would drive both reach and relevance, ensuring that impressions turned into intent—and eventually, into action.
The Solution
We crafted an integrated, full-funnel digital strategy designed to maximise reach, reinforce brand messaging, and capture high-intent users at the point of conversion. A key layer of innovation throughout the campaign was the use of advanced GPS and mobile device ID technology, which allowed us to intelligently connect brand exposure with downstream engagement and conversions.
- Digital Out-Of-Home (DOOH) Campaign
To build brand awareness, we launched a DOOH campaign across strategically selected point-of-care sites, high-traffic retail locations, and bus shelters spanning South, Central, and North Perth. These locations were chosen for their extended dwell time and relevance to the target audience, while time-of-day targeting ensured impressions were delivered during peak visibility periods.
Our integration of GPS and mobile device tracking technology allowed us to anonymously capture the device IDs of individuals exposed to the DOOH placements. This data was then used—compliantly and privacy-safely—for retargeting across digital channels, bringing greater cohesion between offline exposure and online engagement.
- Programmatic Display Advertising
This device-level data enabled us to run a tightly coordinated programmatic display campaign, specifically targeting users who had seen the DOOH creative. This not only increased message frequency and reinforced brand recall, but also allowed us to guide those audiences toward Ability WA’s website—bridging the gap between awareness and consideration.
- Search Engine Optimisation (SEO)
To support long-term visibility and capture the demand generated by our upper-funnel activity, we implemented a comprehensive SEO strategy. The focus was on improving organic keyword rankings and increasing Page 1 visibility on Google, ensuring that users searching for related services could easily find credible, authoritative content from Ability WA.
- Google Ads (Paid Search)
We complemented the SEO effort with a high-intent Google Ads campaign. Designed to intercept users actively searching for relevant services, this layer of the strategy ensured Ability WA remained front-of-mind and easily accessible at the moment of decision.
By combining cutting-edge attribution and retargeting technology with a strategic media mix, we were able to connect awareness activity directly to measurable outcomes. Every channel was optimised not only to perform in isolation, but to contribute meaningfully to the wider user journey.
Results
The campaign delivered strong results across the entire funnel:
- Over 2 million impressions were generated through DOOH and display, driving widespread awareness across Ability WA’s target regions.
- Page 1 visibility on Google grew by 40% year-on-year, increasing from 48 to 67 keywords in top positions.
- The brand experienced a 69% YOY increase in branded search volume, indicating increased brand consideration and recall.
- Website traffic rose 12% YOY, reflecting strong engagement with the campaign’s digital touchpoints.
- Most importantly, the campaign was highly cost-effective, outperforming the target CPA by 46%, demonstrating that strong brand activity can directly enhance performance metrics.
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