Royal Marsden - Super Surgeons

Challenge: 

The goal of The Royal Marsden Private Care campaign was to leverage the airing of Channel 4’s Super Surgeons to increase brand awareness among UK adults aged 25-70, specifically those with private medical insurance or interest in private healthcare. Initially, the objective was to generate website traffic and an increase in inquiries.

Solution:

Our digital strategy on Google and Meta leveraged data-driven advertising and tailored content.

• Audience Targeting: Focused on adults interested in private healthcare and a highly engaged 65+ group. Retargeting ensured the campaign stayed responsive to previous Royal Marsden Private Care engagers.

• Platform Tactics:

  • Google Performance Max: Combined search, display, and YouTube videos, with YouTube ads standing out by merging search intent and video engagement.

  • Meta: Optimised short-form videos drove high engagement, particularly with the 65+ demographic, demonstrating our ability to resonate with mature audiences.

  • Creative and Retargeting: High-impact creatives drew attention and action, while retargeting maximised visibility, keeping The Royal Marsden Private Care top-of-mind throughout the user journey

Results:

• Achieved 27,000 clicks and over 18,000 page views over four weeks, 710% over the target.

• The campaign surpassed expectations, effectively leveraging search and video content to increase brand visibility and generate strong engagement and enquiries.

• Google: 7,483 clicks with a 5.11% CTR, driven primarily by YouTube video ads.

Meta: 15,016 landing page views with a 2.76% CTR, with the 65+ audience contributing to 67% of comments and 62% of likes.