Situation:

12,000 men die of prostate cancer every year, that’s one man every 45 minutes. Most of those with early prostate cancer don’t have any symptoms and with no screening program, too often a man’s prostate cancer diagnosis is being picked up by chance. The Charity wanted to test DRTV as a medium – which meant to give it its best shot, it needed to supported with an integrated campaign.

Task:

The DRTV appeal was developed with the agency (RAW) and my role (as a client and the Integrated Marketing Lead) was initially to support the fundraising team in running the pitch and developing the brief to the agency. I led the messaging document with key narrative and brand messaging, supported concept development with the agency and planned and developed the integrated campaign and all the integrated assets to go with it with internal teams ensuring delivery.

The ad itself was delivered by the agency and they did a great job on it. The integrated part of the campaign and content was led by me.

Action:

As Integrated Marketing Lead, I led the integrated journey with campaign planning and delivery, including social media campaigns in organic and paid channels and providing messaging for the earned team. I also delivered solus email to warm audiences and on the cause journey, delivered PPC copy, SMS and web content, drafting web articles with the perspective of a man diagnosed late and by chance (Paul, see also the filmed interview which I planned and directed) and my interview with a prostate cancer surgeon to add ‘proof’ to the DRTV spot.

I also ensured the home page take over and quick search, reworked the donation page with tailored messaging creating a joined up cohesive and consistent journey.

Campaigns also need to be supported by people in the organisation so internal comms were important.

My approach was to deliver content using real stories of men with prostate cancer and a prostate surgeon telling their experience of chance and what the consultants refer to as ‘incidental diagnosis’.

Results:

The campaign earned a prime daytime feature on ITV News as part of Prostate Cancer Awareness Month.

In the first 2 weeks of launching the campaign, achieved some fantastic results. For example, quickly surpassing SMS targets, an initial 17.5 ROI on PPC, and an early £101 CPA (without full attribution).