Driving impact through a purpose-driven walk
CHOC Foundation, part of Rady Children’s Health, supports CHOC Hospital’s mission to deliver compassionate, customized pediatric care regardless of a family’s ability to pay. Through its annual CHOC Walk in the Park at Disneyland Resort, the Foundation unites the community around a meaningful experience that directly funds life-changing care for children across Southern California.
CHOC Walk is a critical annual fundraiser, but participation relies on strong awareness and timely engagement in a crowded digital landscape. For the 2024 “Disneyland Walk in the Park,” CHOC needed to reach families across Orange County and surrounding areas and convert interest into action. The campaign carried a clear, measurable goal: drive 2,500 completed registrations directly from digital advertising efforts.
We identified two primary audience mindsets: past participants who valued the event but needed a reminder to register, and new prospects seeking a fun, purposeful community experience. A full-funnel, intent-driven media approach could reengage loyal supporters while introducing new families to CHOC Walk—meeting each audience with the right message at the right moment.
Reengaging loyal supporters and new families
Our strategy began with a two-pronged audience approach. We reengaged past CHOC Walk participants who had not yet registered for 2024 using customized audience lists and reminder-focused messaging. In parallel, we expanded reach by targeting Disney enthusiasts, frequent 5K walkers, CHOC followers, and families seeking a memorable summer activity. Creative featured authentic imagery from previous events to reinforce both the joy of participation and the cause behind it.
Activating a full-funnel media mix
Leveraging insights from prior campaigns, we prioritized Google Display, Facebook, Instagram, and Google Search as the strongest drivers of engagement and registrations. Upper- and mid-funnel tactics built awareness through video and static creative, while Google Search ensured CHOC Walk maintained visibility at moments of high intent. This integrated approach guided users seamlessly from discovery to completed registration.
Creating urgency to drive action
To convert late-stage consideration into action, we deployed 30-day and seven-day countdown ads across social and display channels. These timely reminders kept the event top of mind as the date approached. Video played a central role throughout the campaign, consistently driving strong engagement through views, shares, saves, and comments, and reinforcing emotional connection to the cause.
Delivering registrations and meaningful return
Strategic audience targeting, creative optimization, and consistent search visibility drove strong engagement and fundraising impact for CHOC Walk 2024, directly supporting CHOC’s mission to provide care regardless of a family’s ability to pay.
Impressions
completed registrations driven by digital advertising
total donations attributed to the campaign, valued at approximately $210,750
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