CANCER RESEARCH

AUDIENCE SEGMENTATION

"Analysed the social relationships of 21.5 million followers of CRUK & sub-brands"

THE INTRODUCTION

Cancer Research UK (CRUK) – Britain’s second largest charity – is at the forefront of world-class cancer research and awareness.

THE CHALLENGE

Fundraising is competitive. Already the UK’s most effective fundraiser, Cancer Research UK wanted to ensure they stayed at the forefront of the charity sector.

THE SOLUTION

In one of the largest consumer insight projects ever attempted in the UK, Fifty analysed the social relationships of 21.5m followers of CRUK and its sub-brands. CRUK’s goal is to be creative with new fundraising ideas, but also to use data to ensure the most effective ideas are adopted.

Fifty identified 51 separate tribes of CRUK fans, as well as the set of topics and styles of messaging to which each best responds. Within each tribe, the report also identified the pop and sports stars, actors, media, brands and politicians with the greatest influence, as well as tens of thousands of “local influencers” – people willing to help spread the word about CRUK to their friends.

THE RESULT

Using its new segmentation, CRUK now has a far more accurate understanding of how and why audiences want to engage with cancer fundraising. Several new, valuable audiences have been identified that were previously unknown, or not fully addressed. Detailed audience data has also helped CRUK prove its value to high-profile stars, whose support is critical to fundraising, and to the corporate sponsors who underpin bigger CRUK projects.

Data has revolutionised the way CRUK engages with its audience. Fifty’s project has created a base on which CRUK can build a new style of fundraising – low-risk, cost-effective and irresistibly attractive to the public.

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