Case studies
Cancer Research UK
Cancer Research UK uses AR ads to raise awareness of cancer
Augmented reality (AR) ads are a new format and Campaign Research UK (CRUK) wanted to understand if using it as part of its business-as-usual activity would help in driving awareness and donations. CRUK used a combination of their business-as-usual ads, including image and video, focusing on conversions and complimented this with the Facebook AR ads, targeting 18+ men and women in the United Kingdom, focusing on reach to drive awareness of the message.
The campaign included their business-as-usual messaging focusing on how everyone needs to play a role in beating cancer. Working with MITP and Meta Creative Shop, the AR ad element aimed to bring to life the role that everyone can play via creating a playful AR experience where individuals could PLAY their part through finding five hidden cancer facts.
The campaign reached over seven million people, successfully drove 2.4-pt increase in intent to donate and 7.1-pt increase in ad recall.
