Our first step was to restructure campaigns to be more data-dense and consolidated to allow for easier management when there are so many other things to consider as well as more efficient management through SA360 bidding strategies.
New account structures allowed for more control over ad messaging and keywords being prioritised. This was crucial for our alignment with TV, radio and social as it ensured consistent messaging for those interacting with “Above the Line” targeting, activity ran on TV, Radio, VOD, Digital Audio and upper-funnel marketing on Social and Display.
Integrating with CRUK’s media agencies was also important when ensuring budgets and bidding are weighted when strong brand messaging is conveyed through a burst of ATL activity, including weeks and months of TV, social and radio bursts.
Working with the CRUK accounts team, a plan was drawn up to suggest which products had lower intent or soon to be cancelled events and could therefore be cut or dropped, to allow an increase spend in top of mind, more urgent products.