Once Upon a time…
Ahead of the main show’s launch on Channel 4, Stand Up To Cancer wanted to raise awareness and reach out to a millennial audience. We know that together, Metro and MailOnline reach 82% of all UK millennials and so, through a string of unique fundraising events, we inspired them to stand up and be part of a great cause.
Here’s what we did…
We tapped into the phenomenon that is celebrity culture, recognising how influential it is amongst our millennials. We produced six completely unique events featuring six different celebrities. These included a dance class, a clothes sale and we even got people to ditch swiping right for real life speed dating!
We produced rich content which featured as a weekly DPS in Metro and video hosted on MailOnline. Front page flashes, 60 second interviews and display ads also ran in the newspaper, whilst a variety of digital formats were created from the events to appear across MailOnline and via Stand Up To Cancer’s social media channels.
And they all lived happily ever after…
The campaign gave readers food for thought first thing in the morning, as it touched their hearts and truly inspired them to take their own stand.
- Two thirds of readers were millennials and 4.7 times more likely than the average reader to be interested in celebrity content
- 78% took some form of action or intended to act as a result of seeing this campaign
- Readers described the campaign as inspiring and informative
Not only was the campaign a success for Metro, Cancer Research UK was also thrilled with the brand awareness that it drove, helping it achieve its most successful year yet.