The Campaign in a Nutshell

Spanning from October 26 to November 10, 2023, our campaign for NET Cancer Day was a comprehensive effort across major social media platforms - Facebook, Instagram, Google Ads, Twitter, and LinkedIn. The objective was clear: to raise awareness and foster engagement around Neuroendocrine Tumors (NET) Cancer Day, leveraging a blend of animated visuals, heartfelt patient stories, and multilingual content to connect with a diverse global audience.

Languages

Arabic, Chinese, English, French, German, Hindi, Italian, Japanese, Russian, Spanish, Portuguese

Platforms

• Google Ads | Google Ads Grants
• Meta Ads | Facebook and Instagram Ads
• Twitter Ads
• LinkedIn Ads

Audiences

• General Public
• Healthcare Professionals

Strategy and Execution

Our approach was meticulously planned and executed. With Meta Ads, we rolled out an animated video leading up to NET Cancer Day, complemented by campaign messages and patient stories shared every other day. The content was localised in 11 languages, including a new addition this year, Portuguese, ensuring wide-reaching resonance.

The Google Ads strategy was equally robust, featuring Neuroendocrine Cancer-related keywords and ads in 11 languages, with the added enhancement of Call Out Extensions and Sitelink Extensions in each language. This strategic addition significantly boosted our click-through rates from 10.31% to an impressive 12.49% compared to the prior year where ad extensions were in English only. Google Ads, utilising the Google Ad Grant account, contributed significantly to our overall impressions and clicks, demonstrating the value of strategic grant utilisation in maximising campaign impact.

For LinkedIn and Twitter, our focus shifted towards healthcare professionals, promoting the animated video and sharing campaign messages in the lead-up to NET Cancer Day, culminating in the promotion of the Patient Stories video on the day itself.

Results That Speak Volumes

The main objective for the campaign was reach. The importance of raising awareness for typically misdiagnosed neuroendocrine cancers is paramount, so we needed to get in front of as many people as possible. The campaign's success was evident in the numbers:

• Total Reach: 31,001,614
• Total Impressions: 45,893,935
• Total Ad Spend: ~$10,000

Beyond the Numbers

While the quantitative achievements of the campaign are certainly impressive, the qualitative outcomes—particularly in terms of engagement and community interaction—were equally noteworthy. Through diligent social listening and community engagement efforts, we were able to foster meaningful conversations around the hashtags #LetsTalkAboutNETs and #NETCancerDay, achieving substantial engagement across all channels.

Reflections and Future Directions

This campaign not only reaffirmed PupDigital's capability to navigate the complexities of multi-platform, multilingual digital campaigns but also showcased our commitment to delivering campaigns that not only meet but exceed our clients' objectives. The successful execution of the NET Cancer Day campaign stands as a testament to our team's creativity, strategic planning, and unwavering dedication to making a difference through digital marketing.

As we reflect on the success of this campaign, we are inspired to push the boundaries of what's possible in digital marketing. Our journey with INCA for NET Cancer Day has been immensely rewarding, and we look forward to future opportunities to leverage our digital marketing expertise for causes that matter.

PupDigital's journey in the digital marketing landscape continues to be one of innovation, impact, and inspiration. This case study is not just a showcase of our capabilities but a beacon for future campaigns that aspire to make a real difference in the world. If you would like to chat with us about your non-profit organisation, please contact us.