Macmillan Mighty Hikes are an annual series of personal fundraising challenges comprising full or half marathon walks in beautiful locations around the UK. Participants pledge to raise money for Macmillan, supporting people living with cancer. 

As a returning client, Macmillan came to Our Media to improve on the previous year’s campaign with the aim to create across a wider range of platforms. It wanted this campaign to embody the inspiring nature of Mighty Hikes with a fun, light-hearted approach aligning with its tagline of ‘Do Something Mighty’.

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Using the fun and inspiring atmosphere of a Mighty Hike challenge, we created a multi-platform campaign of personalised products, including an enhanced advertorial, animated video, native advertorial, podcast and newsletters.

The aim was to increase sign ups for Mighty Hikes events — so, every piece of content needed to showcase the sense of adventure and community on each hike, enticing people to take on a personal challenge like no other. We did this by injecting energy into our content through interactive functionality and bespoke animation, showing our audiences that a Mighty Hike is not only a meaningful way to support a charity but a great day out for families and friends.

Fun and eye-catching, the content offering for Macmillan x BBC Countryfile landed with an impact. Macmillan was delighted with our bespoke approach, especially the animated video which (halfway through the campaign) had reached 70% of KPI.

Mid-campaign, the native advertorial had already outperformed KPI at 104%, generating 27,085 page views. Social ads drove traffic, with the Countryfile audience contributing 65% of clicks. The enhanced advertorial is on track to achieve the agreed KPI of 20,000 page views, with creative showcasing a sense of togetherness performing best.