The Challenge
There are multiple CRUK PPC accounts all with different aims and objectives. Each marketing team has varying KPIs that change year-on-year, from lead generation to donations and ecommerce purchasing.
Throughout the COVID period, we worked with all of the marketing teams at Cancer Research UK to meet the changing audience need – marketing the right message and the right product to the right audiences. Impression was tasked with ensuring CRUK audiences could find the health information that they needed as well as developing a contingency plan. This contingency plan allowed CRUK to reduce spend in lower performing areas, focus on maximising higher performing products, and align the strategy with the messaging and timing of ATL ‘appeal’ activity.
In-house marketing teams and various agencies work together to achieve wider business goals:
- Donation revenue
- Fundraising pack downloads
- Legacies referrals and Will Guide Downloads
- Weekly Lottery Revenue
- Stand Up to Cancer Revenue and Sign Ups
- Online Shop (eCommerce) Revenue
- Hero product sign-ups eg. Walk All Over Cancer
- Race for Life Sign Ups
- Sport Sign-Ups eg. Half Marathons
- Volunteer Sign-Ups
- Donate in Memory Tribute Pages