Our strategy:

For the HER Disease paid social campaign Cubaka were responsible for devising the targeting strategy as well as the media planning and buying. The activity was published across all applicable placements on Facebook and Instagram in a two phase approach:

• Phase 1: Campaign testing and refinement

• Campaign A/B Split testing

• Phase 2: Primary flight

As this campaign aimed to spread life saving awareness and information, our team believed that exposure should be focused towards those that are at the highest risk of CHD related illness or death.

To achieve the final audience definition, we blended publicly available data (UK Gov, BHF) and HRUK’s own insights through stakeholder input, to pinpoint an at-risk segment of the UK population.

Targeting was defined through demographic/user data and signals such as;

• IMD 4N Rank (Deprivation)

• Local authority death rate per 100,000

• Age & Gender

• Income (targeting lower-income households through brand preference/signals

• Diet (unhealthy / fast food)

The final output of the above model delivered two (used) audiences:

• Min+int_A.003 - 4,650,000 individuals

• Mid+int_A.002 - 9,150,000 individuals

Additionally, the nature of the campaign introduced a set of additional risks, for which countermeasures were proactively arranged:

• Risky/Striking creative: There was a risk of the creative not being approved by the platform due to its nature. To help mitigate launch time issues we pre launched the creatives with a 1.5 weeks buffer before activity was set to start to ensure the ads would be approved and allow time for creative updates.

• Employees at Heart Research UK were cleared to run political ads and a disclaimer was created for the page, meaning that if the ad was flagged as being about “societal issues” we could enable the special ads category classification and continue activity