Success Story

Market-leading collaboration maximises reach & impact

  • 2 minutes read
  • United Kingdom
  • Charity
  • Custom audiences
  • Geo-targeting
  • 2023


Uplift in signups amongst males, a focus of this campaign


In media efficiencies


Uplift in audience engagement

Cancer Research UK (CRUK) is the world’s largest independent cancer research organisation.

Following the Covid-induced disruption of recent years, CRUK planned to relaunch one of its most profitable fundraising pillars: Race for Life (RFL). The end goal? To make this the most locally relevant, national campaign ever.

This collaboration between GroupM Nexus solutions powered a ground-breaking hyperlocal programmatic strategy on a national scale.

Unmissable allowed for hyper-localised media control, and for CRUK, this meant balancing inventory around each race location, ensuring adverts were seen at the right frequency, no matter the channel or device.

The results we achieved in this campaign exceeded our expectations. We were able to strategically reallocate our budget and reach our target audiences which helped us re-launch Race for Life and raise vital funds for cancer research.

Jo Bray, Head of Brand and Marketing Strategy, Cancer Research UK

By creating more than 1,000 tailored ads using a blend of audience and location-based insights, CRUK’s Race for Life campaign supported 131 individual events through impactful programmatic channels.

Some of the achievements included:

6x uplift in sign-up intent amongst males when compared to benchmarks.

Overall, 3 out of 5 people were likely to sign up.

75% uplift in audience engagement when ad content was tailored.

To see the full results and read more about our strategic approach to this campaign, download the full case study below.

Download the full success story

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