Breast Cancer Now
Impactful visuals for Breast Cancer Now's Sponsor a Nurse initiative
We’ve had the privilege of working with Breast Cancer Now for the last six years across many of their fundraising projects, including their recently record-breaking Afternoon Tea campaign.
One of their crucial initiatives, Sponsor a Nurse, encourages supporters to make regular donations to raise vital funds for nurses who provide tailored information and specialist support to anyone affected by breast cancer through a helpline. Here’s a look at the campaign strategy which led us to generate an incredible 54% more regular donations with 38% less spend compared to last year.
Objective
Regular gifts are one of the toughest asks for charities, especially given the cost of living crisis. So, we knew the campaign required a comprehensive plan, from asset design and engaging copy to ad implementation and management.
Our design objective was to convey that contributing means so much more than just funding a helpline. This is about creating a secure space where individuals impacted by breast cancer, along with their families, can confide in someone to ensure that they feel heard, seen, and valued. We also wanted to shine a light on the amazing helpline staff and the exceptional work they carry out.
Every campaign element, from designs to copy, aimed to communicate this important message.
An end-to-end strategy
The campaign primarily ran on Meta, covering both Facebook and Instagram and was supplemented by text-based ads on Google. We split the campaign into three stages, with intervals in between to keep the content fresh and engaging. This strategy also enabled us to analyse results regularly and make necessary tweaks.
Unlike past campaigns, we didn’t restrict our audience based on age or gender. Instead, we identified new audiences with relevant interests and developed lookalike audiences from remarketing audiences which was highly effective.
International Nurse’s Day was also an opportune time for a further promotional push. We allocated more budget during this period and created specific copy and visuals aligned with this globally recognised national day. We used real imagery of the nurses to add authenticity and credibility to the creatives.
The branding for Breast Cancer Now is so expressive and the colour palette is really versatile, allowing for creative mixing and matching. The curved shapes are also great to play with and work into the text-based creatives.
Jeth Ordeniza, UX Designer, Torchbox
Results
We were thrilled to surpass our target, with an initial goal of 180 regular giving sign-ups and a final result of 228. Overall, the campaign produced results that we are incredibly proud to share, particularly as we had a 38% decrease in budget:
- 54% increase in conversions
- 60% decrease in CPA
- 163% increase in conversion rate
- 66% increase in CTR
Torchbox have been a delight to work with on this campaign, and have really put their all into it, which shows through the results. With great ideas and recommendations, they've made this successful campaign feel like a breeze.
Alice Sandom, Direct Marketing Officer, Breast Cancer Now