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LauraLynn

LauraLynn is Ireland’s only children’s hospice, providing specialised palliative and end-of-life care along with family respite and emotional support. With fundraising relying heavily on public donations, their media activity requires a balance between long-term brand building and driving immediate action.

Between May and June 2025, Buymedia delivered two major campaigns for LauraLynn: one to drive registrations for the annual Treadmill Challenge, and one to build national awareness during Children’s Hospice Week. Together, they delivered significant visibility, engagement, and tangible fundraising growth.

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+ 0% donation page views
+ 0% Treadmill Challenge registrations
0% growth in Instagram followers
0 xhigher Facebook interactions

The Challenge

Managing two overlapping campaigns with differing goals created complexity. The Treadmill Challenge required a performance-focused approach, while Children’s Hospice Week was a broad brand awareness effort. This necessitated precise media planning to avoid audience overlap causing message fatigue or inventory competition.

Targeting was equally complex. The primary audience was adults aged 35–55 in the ABC1 social classification, typically the core donors and volunteers. A secondary younger audience (25–34) was engaged primarily through digital channels, reactive donations, and time-based support. The Children’s Hospice Week campaign expanded targeting to all adults nationally to maximise reach, while the Treadmill Challenge layered additional targeting on fitness enthusiasts and active lifestyle participants to drive sign-ups.

The Strategy

The campaign began with detailed audience segmentation, aligning each segment with its specific campaign objectives. Behavioural and interest data were layered on to refine targeting such as fitness interests for the Treadmill Challenge, broad adult reach for Children’s Hospice Week. An in-depth competitor and market landscape analysis helped identify media gaps and timing opportunities, informing optimal channel selection and scheduling.

Media mixes were customised per campaign to minimise overlap, but where audiences did intersect, messaging was carefully coordinated to reinforce LauraLynn’s mission rather than create fatigue. Weekly data-driven optimisation ensured budgets shifted toward the highest-performing channels and formats.

The Campaign

Treadmill Challenge

OOH served as the high-impact anchor to capture commuter attention by using roadside and transport formats aligned with the campaign’s active-lifestyle message.

Radio complemented OOH, and built frequency by geo-targeting Dublin’s commuters, skewed to a younger demographic, while Spotify was used for playlist targeting to reach fitness enthusiasts during workout and gym sessions, when they were most receptive.

Programmatic display and video employed interest-based and contextual targeting for Dublin and Cork, optimising for efficient sign-ups

Children’s Hospice Week

Large-format OOH led this campaign to deliver broad national awareness through highly visible roadside and landmark placements. This was supported by cinema placements alongside Ireland’s top-grossing films for uninterrupted emotional resonance.

Sky AdSmart and VOD blended the reach and credibility of TV with household-level precision targeting, resulting in a 15% over-delivery and 64% combined reach.

Innovation Used

Buymedia’s AI-powered platform ensured precise targeting and real-time optimisation across two overlapping campaigns. Innovative media formats amplified impact, including Spotify playlist targeting, podcast sponsorships with trusted host-read ads, Sky AdSmart household-level TV, cinema alongside top box office films, and bonus OOH in high-footfall transport hubs.

Channels Used

OOH
Radio
TV
Cinema
Digital Audio
Online Media

Conclusion

Through precise segmentation, coordinated messaging, and continuous optimisation, Buymedia delivered two high-performing campaigns that strengthened LauraLynn’s national profile in Ireland, while driving meaningful real-world action. The results provide a strong foundation for future fundraising and awareness efforts.

Buymedia brought a highly strategic, data-driven approach to two complex campaigns running simultaneously. Their platform enabled precise targeting, ongoing optimisation, and full transparency on performance. As a result, we achieved significant uplifts in challenge registrations, digital engagement, and nationwide visibility for LauraLynn.

Ciara Spain, Marketing Manager

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