CANCER RESEARCH UK#nomakeupselfie

What happened – Tuesday evening…

This appeared overnight…

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“How’s a selfie going to help cure cancer?”

We were being asked…

Facebook post

• 5.1m reach

• 196k likes, comments and shares

This became our most shared content ever.

So we shared this…

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Selfies started to include proof of donation…

Facebook post

12m reach(6m paid)

568k likes, comments and shares

Within 24 hours, more than £1 million had been raised…

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This became our most retweeted tweet ever…

Potentially reaching 10 million Twitter users…

Celebrities started getting involved…

Facebook post

10m Reach(5m paid)

390k Likes, Comments & Shares

A day later £2 was donated and our posts continued to reach millions…

Facebook post8.8m Reach

190k Likes, Comments & Shares

This post was the most likely to generate interaction.

We tweeted our final donation total…Interest was so high that the post received a million clicks

and a 15% engagement rate

Facebook post

3.6m Reach

152k Likes, Comments & Shares

We gave everyone a badge to share across their networks…

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How many people did #nomakeupselfie reach?

• Total mentions of #nomakeupselfie – 181,697

• Total mentions of ‘nominate’ alongside #nomakeupselfie – 5,982

• Uses of #nomakeupselfie with Cancer Research UK – 41,430

• This resulted in a 216% increase in mentions of Cancer Research UK during #nomakeupselfie trend compared to benchmark period two weeks earlier

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People were talking about #nomakeupselfie across the world

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What were people talking about?

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What impact did this have on our social media channels?

• Our Facebook page grew by a massive 221,000 fans during #nomakeupselfie

• Our Twitter fans grew by 17.7K- 216% increase in followers*- 219% increase in mentions- 737% increase in retweets

• On Instagram, we saw more than 130,000 public mentions of #nomakeupselfie

- Over 815 interactions with our content – we see half of that on

an average week- Hundreds of new followers

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638 pieces of coverage

Reached 80 per

cent of UK adults

Blanket coverage

across national & regional

media

What happened in the news?

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Blanket coverage appeared across national and regional including print, online and broadcast including interviews on the ITV lunchtime national news, CNN, Radio 1 Newsbeat and

Channel 5 News

In the news…

What impact did this have on other areas of Cancer Research

UK?• Traffic from social media rose to

13% from an average of 0.5%• Visits and sign ups to Race For Life

peaked • Our search visibility rose

significantly the week after #nomakeupselfie

• This has left a halo effect – we now appear as the second Google results after JustGiving for the donate term

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• Out of hours social media cover is essential• Creating simple, engaging content helped drive the campaign• Promoting text code key to driving donations on mobile• Content that users can easily replicate and own themselves works• We should embrace unique opportunities that are not started by us

What did we learn?

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What did we learn? • Our brand messaging of making people aware that you need to DO

something to help cure cancer is working• ‘Offline’ channels can amplify a digital first campaign with a massive

effect• Our messaging and brand can be global, even if our text codes can’t be• Instagram is a major player and we need to keep using it

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