Winner CIM Best Agency NI
Action Cancer
How we more than doubled the participants for Action Cancer's 'Breast Foot Forward' event.
Who is Action Cancer?
Action Cancer is Northern Ireland’s leading, local cancer charity. Established in 1973, by Dr George Edelstyn, 2023 was the charity’s 50th year. Their mission is to save lives and support local people through awareness, prevention and detection. All money raised for Action Cancer stays in Northern Ireland to support local people. Action Cancer aims to provide early detection, support and prevention services to over 20,000 people.
What was the goal?
The Breast Foot Forward campaign is one of the most popular Action Cancer fundraising events annually. It has led to 300 and 400 participants over the previous 2 events respectively. The criteria for taking part is the commit to a 5K or 10K walk around Belfast City centre and our focus in 2023 was to grow this event further, increasing awareness of Action Cancer’s life-saving services and raising funds for this impactful charity.
Digital 24’s meta advertising strategy (Facebook & Instagram)
Meta ads campaign outcomes
The campaign was split into 2 phases. The initial early bird campaign which offered a discounted entry fee, this was followed by a second wave with no discount, driving awareness and encouraging sign ups closer to the event date. We utilised advertising on both Meta and TikTok to reach the most engaged audiences and drive results. The results of these phases combined on Meta were:
89k
Total reach
98K
Video plays
338K
Impressions
TikTok ad campaign outcomes
Sentiment management is always at the forefront with this type of campaign (with charities being prone to social media backlash). When advertising on TikTok especially it is crucial that comments are engaged whilst negative comments are dalt with in a timely and appropriate manner. Digital 24 was prepared to manage sentiment throughout the duration of the campaign and this awareness seeped into the content creation, this ensured that the assets were consciously created and edited to encourage positive sentiment. Preparation during the content creation stage meant that users responded overwhelmingly positively to the content. The results of the 2 phases of advertising on TikTok are below:
120k
Total reach
268K
Video plays
290K
Impressions
Results of campaigns
Digital 24’s approach to this campaign was, as always, highly data driven. Careful monitoring and optimisation of the ads led to a very strong result. Overall, these meticulously executed campaigns not only more than doubled participant numbers, surpassing 900, but also raised over £80,000 for Action Cancer, solidifying their success in both expanding reach and making a significant impact in fundraising efforts. This exceeded Action Cancer’s expectations for the event and led to a new standard for all future events hosted by the charity.
137%
Increase in attendees
How to work with Digital 24
If you’re interested in hearing more about how we could help your business – chat to one of our friendly specialists now. Please note, we have a waiting list of brands looking to work with Digital 24. If we have limited availability, we will be able to add you to our list.
