Digital Strategy and Campaign Planning, Proposition and Messaging
Approach and Concept Development
Digital and Social Assets, Copywriting, Photography
Taking an insight-led approach, we pulled together multiple work streams to align different objectives, teams and audiences. The result is Macmillan’s first-ever unified digital campaign which drives online responses across various Macmillan services.
This part of the campaign, Whatever You Need, focuses on the digital strategy. It builds on the overarching brand campaign to promote four key Macmillan support services online. This includes Support Line, Point of Diagnosis, Online Community and Healthcare Professional Services.
Insight shows that people affected by cancer often go through a vast emotional journey. For example, in the early stages of diagnosis, people can feel panicked, scared and uncertain. Later on, they might be overcome by practical concerns or financial worries. Some even become curious about whether their pets can tell.
In fact, all of these concerns – no matter how small – can be gateways to more emotional conversations.
Armed with this insight, we created a digital strategy designed to reach different audiences at different stages of their cancer journey, using a creative concept based on asking questions.
To ensure the ads felt as personal and relatable as possible, we researched real testimonials and featured very specific and granular questions across a suite of targeted digital ads. Each ad also included a bespoke call-to-action, designed to drive audiences to Macmillan’s specific support services.
Importantly, the creative approach also needed to continue the supporter journey from the TV-focused brand campaign (created by lead agency AMV BBDO).
So, we repurposed footage from AMV BBDO’s overarching TV campaign in order to build upon the same people’s stories across different channels, formats and services. As a result, we were able to highlight the different ways cancer can impact their day-to-day lives.