Breast Cancer Now | Product Development & Paid Social Campaign

Re-invent Breast Cancer Now’s “Touch Look Check” campaign for the digital era, and prove we can acquire new regular givers at scale with a healthy ROI

Breast Cancer Now were struggling to make regular giving acquisition work on digital channels. They wanted to revive their extremely successful 2013 campaign, but PSMS law changes meant the model used then was no longer viable. Medical advice had also changed - ruling out reusing their “5 signs” creative territory from the “Touch Look Check” campaign.

Breast Cancer Now’s internal research and YouGov data suggested the target audience, and those most likely to give regularly, were women over 45. However, when digging into analytics and paid social data I found that a high proportion of those engaging and giving via online channels were 25-44 - suggesting both groups should be targeted. Despite different creative and channel preferences, both audiences had one thing in common - they knew it was important to check their breasts, but they were simply forgetting to do so. I knew the val-ex model could work. I also knew that TM calling was the most efficient conversion mechanic for regular giving campaigns. We therefore required a product that would encourage women to check their breasts, was high value enough to warrant a phone call, and also aligned with the health advice and program goals from Breast Cancer Now’s public health team. I took the above insight to the creative team, and together we developed the “never too busy planner”.

Building upon my research work, I developed a campaign and media plan with KPIs and modelled targets across paid social (Tiktok, Facebook, Instagram), paid search and organic social. The campaign utilised lead gen ads with a best practice user journey to either convert free planner signups to regular givers online, or in a follow up phone call. I had identified that people and product led creative worked best for val-ex campaigns, so I split tested both to determine what would drive the lowest CPL and CPA. I also took advantage of the “3 reasons” Tiktok trend at the time, and worked with Open’s creative team to develop ads for Tiktok and Reels featuring an ambassador extolling the virtues and health benefits of using the free planner. I managed all media, reporting and optimisation.

20,000 leads at a CPL of £1.35 (Leads were 230% to target)

Over 500 new donors bringing in £125,000 over the next five years