Artificial intelligence (AI) and e-commerce marketing company OpenDNA (ASX: OPN) has landed a deal to drive brand awareness for Australia’s National Breast Cancer Foundation (NBCF).
CHOOSE Digital is being engaged to increase and drive brand awareness and perception, community engagement for the breast cancer research body.
Its appointment is based on the company’s strong digital marketing performance, which recently achieved a 30% boost in online donation revenue for NBCF.
The role is ongoing and is expected to materially contribute to the group’s revenue over and above the company’s reported FY19 revenue, OpenDNA stated.
CHOOSE Digital recently demonstrated its digital marketing and online customer acquisition capabilities to NCBF by boosting the foundation’s online engagement.
OpenDNA will leverage its profiling and recommendations engine Daishu to gain a better understanding of the online behaviour of people donating. The company aims to apply its learnings to increase donations throughout the year.
OpenDNA will also make WeChat and Alipay payments available to facilitate donations from Chinese-heritage Australian residents.
A meaningful cause
As breast cancer is the most diagnosed cancer in Australia, funding for research is critical. However, NCBF do not receive any government funding and therefore must rely entirely on the generosity of the Australian public.
The foundation has invested over $170 million in more than 500 breast cancer research projects across Australia since 1994.
“We are delighted to be working with CHOOSE Digital on this exciting project to increase awareness and perception around the NBCF brand, with the ultimate view of increasing donations in order to achieve NBCF’s mission of zero deaths from breast cancer by 2030,” NBCF national marketing manager Rebecca Patton said.
OpenDNA chief executive officer Bryan Carr said the company is passionate about the cause and is delighted to assist with such a “meaningful” foundation.
“Applying our online digital marketing and online customer acquisition capabilities to such an important cause and to achieve great results for NCBF and exceeding their expectations, is very satisfying for us as an organisation, and also a resounding endorsement of our capabilities,” he said.