Media Innovation
Our strategy was to drive efficiency as well as sign up volumes. To do this, we prioritised high-performing, conversion focused channels. These were primarily Meta and search due to their ability to support both smart targeting and high-intent user capture. Immediate optimisations such as including an Advantage+ and UK-wide group from day one drove early efficiency.
Meta was chosen as a primary channel as it provides extensive interest-based targeting options. With Lookalike Audiences and Advantage Plus campaigns, we could use Meta’s algorithm to optimise to high-conversion users at scale and ensure efficient budget spend. Meta also supports retargeting though ad view, site visitors and direct list-based retargeting which helped us to capture users who have already engaged with Prostate Cancer UK or shown interest in similar topics.
Google search was then essential for capturing high-intent users actively searching for event-related keyworks such as ‘football fundraising events’. With both brand and generic PPC ad copy, we engaged with both existing brand followers and new audiences, driving targeted traffic to Prostate United. This was particularly effective in reaching users already in the decision-making phase of the customer journey, increasing conversion at a lower cost. Our work on Google’s search network complemented the awareness driving on Meta by capturing users further down the funnel.
We also ran activity across TikTok where, similarly to Meta, we utilised direct retargeting and interest based & lookalike audiences.
Creatively, we tested GIFs against lightweight video formats to balance fast-loading, informative messaging with engaging visuals. While user-generated content wasn’t central to the conversion focus, it was tested alongside these core assets. We ran A/B testing across each of these formats and optimised to both engagement and conversion throughout the campaign.
