Driving registrations to Race for Life and unlocking brand engagement for Cancer Research UK
Coming back after the COVID-19 pandemic, Cancer Research UK’s Race for Life needed a boost in registrations. The charity also wanted to understand what motivated runners to return to fundraising and running, to increase brand engagement and to learn more about their target audience.
The approach?
We analysed brand assets for Cancer Research UK, coming up with a number of hypotheses around what creative we could test with our ads. The goal was to create ads at scale to perfect the visual and verbal cues when targeting sign-ups to Race for Life.
Once the ads were live, we continually optimised them based on the feedback we were getting from the target audience.
Thanks to multiple iterations, we were able to identify what various audiences responded to and what messages were the most effective both for brand engagement and for registering to run the Race for Life.
The result?
Our ads drove a significant uplift in registrations for the Race for Life. We also discovered which race type drove interest vs. performance.
Through our insights, we uncovered how best to phrase incentives for Cancer Research UK and how to reframe their messages on the cause.
We also found the most effective visuals from races for use in advertising, as well as how different audiences should be targeted by the charity.
See the slides from this project here:
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