Case Study

American Cancer Society

American Cancer Society

Generated substantial ROAS which translated to more than $1.52M in measurable donations during the holiday season.


American Cancer Society (ACS) looked to us to increase charitable donations during the busy holiday shopping season. Aside from site-direct contributions, their objective was to generate donations through the Amazon Smile program, which gives 0.5% of all eligible purchases directly to ACS. We seized the opportunity to incorporate our Axon Audience Manager to craft a First-Party data strategy and activate a customized strategic programmatic campaign with Amazon.


Leading up to the campaign, the brand was lacking insight into how consumers were engaging with American Cancer Society across a range of siloed digital channels including their website, social platforms, paid advertising and the open internet.

To begin removing these data silos, we performed an analysis of the charity’s website and corresponding walled ecosystems using Axon. The insights generated from this analysis identified First-Party data collection gaps and also presented an opportunity to revamp the tagging structure on With our technology now in place, we could identify how visitors were navigating the website as well as how they ultimately got there (e.g. organic, paid advertising, social channels, etc.).

This exercise provided the foundation for a sophisticated ACS audience segmentation strategy and the opportunity to deliver personalized creative messaging based on each user’s donation history.


Utilizing a combination of First-Party audience targeting, advanced contextual targeting and Amazon ads, we successfully generated a 2.54X ROAS which translated to more than $1.52M in measurable donations for American Cancer Society during the holiday season.



Average Donation Amount


Total Donation Amount


Total Donate Button Clicks


Total Donation Confirmations


Overall ROAS

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