BBC Countryfile Magazine partners with Macmillan’s Mighty Hikes

To raise awareness of their Mighty Hikes fundraising events, Macmillan Cancer Support joined forces with BBC Countryfile Magazine.

Our brief

Mighty Hikes, a fundraising campaign from Macmillan Cancer Support, is a series of one-day half and full marathon hikes in the most beautiful and unspoiled parts of the UK. Participants can bring family and friends and have a fantastic day out while raising money for people living with cancer.

Macmillan Cancer Support was looking for help to increase participants and drive signs-ups to the Mighty Hikes series of UK-wide events.

Our solution

Our Media’s Outdoor and Active brands inspire professionals aged 35+ with a strong interest in the great outdoors, and BBC Countryfile Magazine is one of our most trusted brands.

By leveraging the authority of BBC Countryfile to build trust and interest, we proposed a combination of digital content – advertorial, solus & client-supplied video – to drive awareness of Mighty Hikes, and maximise reach.

Running between 1st January 2022 – 31st March 2022, the campaign was backed by BBC Countryfile and ran across multiple platforms with target audiences including:

  • Families and friends who enjoy the outdoors together
  • Walkers and hikers
  • Active audiences

To inspire our audiences to sign up and participate in a Mighty Hikes event we created a content-driven digital advertorial and social campaign which was supported by high impact display takeovers and solus emails.

This included:

  • A digital enhanced advertorial on countryfile.com
  • 1 x audience-targeted ignition campaign to deliver 13,864 page views
  • 3 x solus emails
  • BBC Countryfile takeover campaign (100K impressions)
  • 3 x print display pages in BBC Countryfile Magazine

Our results

The strong association with BBC Countryfile across all elements of the campaign helped engage a highly relevant audience, receptive to the Mighty Hikes messaging.

The campaign was viewed by more than 500,000 people, which was 400% up on initial targets, driving more than 11,000 people through to the Mighty Hikes website.

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