With a very modest budget, The Chris O’Brien Lifehouse at RPA wanted to educate the public about the creation of a new cancer research and treatment facility, whilst capitalising on last minute ‘end of financial year donations’ in the month of June.
We used a combination of performance display, bespoke advertorial, negotiated editorial and social seeding. By putting editors in contact with Lifehouse spokespeople, we were able to create content that provided context for readers about what the Lifehouse campaign was and how their donations will make all the difference.
The number of online donations increased substantially year-on-year. The bespoke advertorial page placements reached click through rates of up to 26 times that of industry benchmarks and editorial pieces were shared over 1,300 times on social media with an estimated earned reach of over 200,000 people.