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