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A bold new approach to video storytelling for Stand Up To Cancer

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Laura Morgan
Content Strategy Manager
Cancer Research UK

Published in: Marketing
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A bold new approach to video storytelling for Stand Up To Cancer

  1. 1. A bold new approach to video storytelling for Stand Up To Cancer Laura Morgan Content Strategy Manager Cancer Research UK 7 March 2019
  2. 2. A bold new approach to video storytelling for Stand Up To Cancer Laura Morgan – Content Strategy Manager
  3. 3. Our video storytelling so far… Appeal films • Created in partnership with Channel 4. • Highly emotional and powerful films shown during TV programming. • Big budget and beautifully shot. • Focus on the devastating experiences of people going through treatment for cancer.
  4. 4. Our video storytelling so far… 2017 social-first patient stories • Sharing the experiences of Mark, Lottie and Tash. • 4-minute films, with 30 - 40 second versions for social. • Filmed in a studio • Very raw and direct, tackling topics like testicular cancer, losing a parent and facial disfiguration following treatment. • Didn’t perform as expected across our channels
  5. 5. Our new approach
  6. 6. 1. We identified what stories performed well with our audience
  7. 7. 2. We looked for inspiration outside the charity sector
  8. 8. 3. We collaborated • We created a working group with the Cancer Research PR, Social Media and Media Volunteer Liaison Team • We were able to find out case studies quickly and make decisions as a group • Everyone felt like we were working towards a common goal • Feedback on the final videos was also done as a group
  9. 9. Our storytellers
  10. 10. 4. We were agile • Key when you’re trying something new • We tailored our targeting depending on the video and how it performed organically • We took learnings from the previous video • We trial combined placement across paid Instagram and Facebook
  11. 11. Was it worth it?
  12. 12. It was. 1m views - paid & organic 900k organic reach 2m reach across Facebook and Instagram – paid and organic CPV £0.02/ 10 seconds
  13. 13. Find out what content works for your audience Look wide for creative inspiration Collaborate Be agile In summary
  14. 14. … And we’re still working with our storytellers.

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