Macmillan | GET SUPPORT
Digital strategy drives online responses to TV brand campaign
The Brief.
Create a step change in Macmillan’s digital strategy, in support of their wider Whatever You Need TV campaign (developed by AMV BBDO).
Taking an insight-led approach, the campaign needed to pull together multiple work streams, aligning different objectives, teams, and audiences. This would be Macmillan’s first-ever unified digital campaign, driving online responses across all Macmillan services.
The Insight.
Insight shows that people affected by cancer often go through a vast emotional journey. For example, in the early stages of diagnosis, people can feel panicked, scared, and uncertain. Later on, they might be overcome by practical concerns or financial worries. Some even become curious about whether their pets can tell.
In fact, all of these concerns – no matter how small – can be gateways to more emotional conversations.
Armed with this insight, we created a digital strategy designed to reach different audiences at different stages of their cancer journey, using a creative concept based on asking questions.
The Work.
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Campaign Proposition and Messaging
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Creative Approach and Concepting
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DRTV and Film Production, Direction, Social Content
Whatever You Need focuses on digital strategy. It builds on the overarching brand campaign to promote four key Macmillan support services online. This includes Support Line, Point of Diagnosis, Online Community and Healthcare Professional Services.
