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This contingency plan allowed CRUK to reduce spend in lower performing areas, focus on maximising higher performing products, and align the strategy with the messaging and timing of ATL ‘appeal’ activity.\u003C\u002Fp>\n\u003Cp>In-house marketing teams and various agencies work together to achieve wider business goals:\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Donation revenue\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Fundraising pack downloads\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Legacies referrals and Will Guide Downloads\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Weekly Lottery Revenue\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Stand Up to Cancer Revenue and Sign Ups\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Online Shop (eCommerce) Revenue\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Hero product sign-ups eg. Walk All Over Cancer\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Race for Life Sign Ups\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Sport Sign-Ups eg. Half Marathons\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Volunteer Sign-Ups\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400;\" aria-level=\"1\">Donate in Memory Tribute Pages\u003C\u002Fli>\n\u003C\u002Ful>\n","1",[],{"acf_fc_layout":413,"reduced":302,"top_overlap":405,"bottom_underlap":405,"disable_observer":-1,"style":-1,"layout":-1,"size":414,"container":415,"gutter":-1,"left_gutter":416,"position":417,"image":418,"image_width":65,"image_height":66,"alt":26},"banner","full","container","gutter","right","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002F71UrRzvm-CRUK-1.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"acf_fc_layout":403,"reduced":302,"top_overlap":405,"bottom_underlap":405,"disable_observer":-1,"style":420,"layout":407,"heading":421,"intro":422,"cta_text":31,"cta_link":31,"columns":410,"show_steps":302,"grid_items":423},"blue_background","The Strategy","\u003Cp>Our first step was to restructure campaigns to be more data-dense and consolidated to allow for easier management when there are so many other things to consider as well as more efficient management through SA360 bidding strategies.\u003C\u002Fp>\n\u003Cp>New account structures allowed for more control over ad messaging and keywords being prioritised. This was crucial for our alignment with TV, radio and social as it ensured consistent messaging for those interacting with “Above the Line” targeting, activity ran on TV, Radio, VOD, Digital Audio and upper-funnel marketing on Social and Display.\u003C\u002Fp>\n\u003Cp>Integrating with CRUK’s media agencies was also important when ensuring budgets and bidding are weighted when strong brand messaging is conveyed through a burst of ATL activity, including weeks and months of TV, social and radio bursts.\u003C\u002Fp>\n\u003Cp>Working with the CRUK accounts team, a plan was drawn up to suggest which products had lower intent or soon to be cancelled events and could therefore be cut or dropped, to allow an increase spend in top of mind, more urgent products.\u003C\u002Fp>\n",[424,426,428],{"text":31,"title":425},"Implemented new account structures and consolidated campaigns ",{"text":31,"title":427},"Integrated with ATL activity and considered budget ",{"text":31,"title":429},"Reallocated spend to provide income through higher-performing channels",{"acf_fc_layout":431,"reduced":302,"top_overlap":405,"bottom_underlap":404,"disable_observer":-1,"heading":432,"intro":433,"columns":434,"style":23,"layout":435,"grid_items":436},"linked_content_grid","The Results","\u003Cp>We helped CRUK to reduce overall spend by 17.4% whilst maintaining YoY and MoM growth by focusing on key priorities. Overall, we drove an increase in revenue of 10% despite the challenging context.\u003C\u002Fp>\n\u003Cp>We launched the very first Microsoft Ads EMEA advertising grant account supporting charities with Cancer Research UK. This grant allowed us to drive higher awareness through the account, specifically:\u003C\u002Fp>\n","3","left-margin",[437,440,443],{"title":438,"content":439,"link":31},"69% ","\u003Cp>increase in impressions\u003C\u002Fp>\n",{"title":441,"content":442,"link":31},"8% ","\u003Cp>increase in clicks\u003C\u002Fp>\n",{"title":444,"content":445,"link":31},"10% ","\u003Cp>increase in cost\u003C\u002Fp>\n",{"acf_fc_layout":447,"reduced":302,"top_overlap":404,"bottom_underlap":405,"disable_observer":-1,"layout":448,"options":449,"text":450,"images":451},"image_text","image_left","single_image","\u003Cp class=\"small-caps\">Working in true partnership\u003C\u002Fp>\n\u003Cp class=\"sub-heading\">Whilst we’re pleased to have had a positive impact on CRUK’s performance, it’s not all about the numbers.\u003C\u002Fp>\n\u003Cp>Since 2019, our relationship has gone from strength to strength and our two-way feedback loop allows us to have honest conversations on a regular basis. 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In 2020, our campaigns were shortlisted for the ‘most effective use of paid search’ (DADI Awards, 2020), for ‘best use of search – not for profit’ (UK Search Awards, 2020) and for the ‘community response award’ (Microsoft Advertising Partner Awards, 2020).\u003C\u002Fp>\n",[452],{"src":453,"width":62,"height":66,"alt":454},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FPrinces-Trust-Training-Day-1-scaled-1.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&rect=0%2C364%2C768%2C359&w=1860","Princes-Trust-Training-Day-1-scaled",{"acf_fc_layout":456,"reduced":302,"top_overlap":405,"bottom_underlap":404,"disable_observer":-1,"style":457,"layout":435,"testimonials":458},"testimonials","white",[459],{"quote":460,"logo":461,"logo_width":45,"logo_height":45,"author":462,"byline":463},"\u003Cp>Impression truly understands the needs of our audience, putting this at the heart of their strategies and recommendations, and they are clearly experts in their field.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FCRUK.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","Suzie Markland","Marketing Planning Manager, Cancer Research UK",{"acf_fc_layout":14,"reduced":302,"top_overlap":404,"bottom_underlap":404,"disable_observer":-1,"heading":465,"cta_text":31,"cta_link":31,"case_studies":466},"Related case studies",[467,483],{"id":468,"title":469,"industries":470,"services":473,"clientName":475,"clientLogo":476,"clientLogoWidth":47,"clientLogoHeight":477,"colour":478,"fontColour":479,"image":480,"imageWidth":50,"imageHeight":481,"to":482},904,"179% increase in revenue for ecommerce brand",[471,472],"Home Improvement","Retail",[124,474],"SEO","Abigail Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FAbigail-Ahern-Logo.svg",32,"#31313a","light","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FAbigail-Ahern.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",458,"\u002Four-work\u002Fabigail-ahern\u002F",{"id":484,"title":485,"industries":486,"services":488,"clientName":490,"clientLogo":491,"clientLogoWidth":47,"clientLogoHeight":492,"colour":493,"fontColour":23,"image":494,"imageWidth":50,"imageHeight":481,"to":495},1272,"Integrated marketing campaign drives 253% increase in enquiries ",[487],"Professional Services",[489,124,474],"Digital PR","Richard Nelson","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FRichard-Nelson_Logo.svg",38,"#f4f2f1","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F04\u002FDeRyEFAL-Richard-Nelson2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Frichard-nelson\u002F",{"acf_fc_layout":497,"reduced":302,"top_overlap":404,"bottom_underlap":404,"disable_observer":-1,"heading":498,"title":499,"intro":500},"form_cta","Find out what we can do for your business","Talk to an expert","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",{"ID":502,"id":502,"title":503,"filename":504,"filesize":28,"url":505,"link":506,"alt":31,"author":32,"description":31,"caption":31,"name":507,"status":34,"uploaded_to":35,"date":508,"modified":508,"menu_order":28,"mime_type":509,"type":38,"subtype":510,"icon":40,"width":511,"height":512,"sizes":513},8834,"CRUK (3)","cRSZ11v4-CRUK-3.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FcRSZ11v4-CRUK-3.png?auto=compress%2Cformat&q=90","\u002Four-work\u002Fcancer-research-uk\u002Fcruk-3\u002F","cruk-3","2021-08-13 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