Cancer Research UK

Challenge

Race for Life brings thousands of people at hundreds of events all over the country together to do one thing: raise money for life-saving treatment and research. They have a brilliant legacy, but wanted to reach a younger audience (ideally, getting more Gen Zs to Race) and increase the number of signups coming from men. The perfect platform to make this happen? TikTok, of course.

@crukraceforlife Got any other questions about our Race for Life events? Let us know 👇 #RaceforLife #RaceforLife2022 #CRUK #charity ♬ original sound – Kyle & Jackie O

Solution

We set up the @crukraceforlife TikTok account from scratch, starting in May ahead of the 2022 Race for Life season. We created content that resonated with the mindset throughout the year, whether that meant getting people excited in the run up to Races, giving people taking part something to engage with in real time, or keeping them excited in the off-season. Working on a trend-led BAU basis, we hopped on reactive opportunities in a way that made sense, as well as tapping into the often emotional stories behind many’s decision to Race. We also established a presence at IRL RfL and Pretty Muddy events, getting out and about to talk to the brilliant people we see at events across the country and feature real Racers on our page.

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Results

 

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Thoughts