A paid social campaign that saved lives
1M+
Unique “at risk individuals” reached
3.1M
Impressions
43.3K
Link clicks
Heart Research UK approached us to support the social media amplification of their ‘HER Disease’ public safety awareness campaign. This campaign aimed to increase awareness of heart disease in British women through the use of striking creative and a memorable hero video launched across TV, Facebook and Instagram.
For the HER Disease paid social campaign Cubaka were responsible for devising the targeting strategy as well as the media planning and buying. The activity was published across all applicable placements on Facebook and Instagram in a two phase approach:
Phase 1: Campaign testing and refinement
Phase 2: Primary flight
As this campaign aimed to spread life saving awareness and information, our team believed that exposure should be focused towards those that are at the highest risk of CHD related illness or death.
The risks of striking Creative
Additionally, the nature of the campaign introduced a set of additional risks, for which countermeasures were proactively arranged:
Risky/Striking creative: There was a risk of the creative not being approved by the platform due to its nature. To help mitigate launch time issues we pre launched the creatives with a 1.5 weeks buffer before activity was set to start to ensure the ads would be approved and allow time for creative updates.
Employees at Heart Research UK were cleared to run political ads and a disclaimer was created for the page, meaning that if the ad was flagged as being about “societal issues” we could enable the special ads category classification and continue activity
The Results
The ‘Her Disease’ campaign saw three separate campaigns run over the course of 44 days. While it is impossible to quantify the impact of a life saving awareness campaign, if we imagine that 0.01% of those exposed to the Her Disease campaign messaging learn the symptoms of a heart attack, over 100 Women will have an increased chance of survival, if we increase the conversion rate to 0.1% that figure jumps to over 1,000!
The impact of the campaign didn’t end there.
The client informed us that they were receiving calls from women thanking them after having seen the ads which made them aware they were actually having a heart attack!