DMA: Gold
DMA: Bronze x2
Over 1,100 people living with diabetes contributed to this campaign, giving hints and tips on living well with diabetes.
These people were were integral to every phase of the work, including collating and editing the content they gave us down to the final 100 tips for our (their) book – 100 Things I Wish I’d Known About Living with Diabetes.
The TV ad featured real people living with diabetes giving their favourite tips and recommending the book that they themselves had helped to create. People living with diabetes also featured in all other media executions and the book was promoted through Diabetes UK’s own social channels and through the diabetes community.
The campaign received an unprecedented response, resulting in only 56% of the planned TV spend being necessary to achieve its target. The actual responses to the TV were 157,143 against a target of 15,972. Respondents were put on an email stewardship journey leading to membership, which led to twice as many new members than our client was hoping for.
The total campaign responses read like this:
Actual 171,816 vs. target 24,823. Facebook engagement rate: Actual 43% vs. target 2%.
Agency: Arthur