WPP
35 Case Studies
Case Study: Cancer Research UK boosts fundraising and sign-up intent with WPP's data-driven GroupM Nexus and EssenceMediacom
A WPP Case Study
Cancer Research UK boosts sign-up intent 6x with WPP
Cancer Research UK faced the challenge of better targeting men and creating locally relevant campaigns for its Race for Life fundraising drive, with most participants traveling less than ten miles to an event. To address this, WPP's GroupM Nexus and EssenceMediacom utilized their Unmissable cross-channel platform.
The solution involved overlaying multiple data sources to power hyper-local advertising on a national scale, supported by real-time fluid budget allocation. WPP's approach minimized media wastage by switching off channels before each race and redistributing spend. The campaign resulted in a 6x uplift in sign-up intent amongst males and a 75% uplift in overall audience engagement, with two-thirds of those exposed to an ad taking action.
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