Not your average opportunity

Alzheimer’s Research UK (ARUK), the UK's leading dementia research charity, were looking to compliment their partnership with Cadbury and turn awareness into action. They leveraged MiQ’s TV solutions to drive consideration and intent to donate to audiences already primed on the topic of dementia.

Not your average solutions

MiQ’s Advanced TV was key to driving a positive brand lift for ARUK.

Audience data

Using our audience data solution, we created precise segments based on demographics, attitudes, and behavioural insights, making sure the ads were served to the right people with contextual relevance.

ACR technology

The innovative use of ACR technology meant that we could identify households exposed to the Cadbury ad and retarget them, ensuring our message reached those already primed on the topic of dementia.

CTV delivery

We activated across CTV, YouTube, and premium streaming platforms to build equity in the charity's distinctive brand assets for their partnership campaign, and included a clear call to action to the charity's website.

Not your average outcomes

ARUK wanted their Cadbury TV campaign to directly boost fundraising support, so we ran an independent ODR brand uplift study and tracked IP-mapped website conversions to measure how exposed audiences perceived the charity and their likelihood to act after seeing the ads. The results show the impact of our data-driven approach with:

• +757% increase in consideration to donate
• 81% of recall respondents took action, with 32% of those donating to the charity
• 190% increase in spontaneous awareness
• 114% uplift in overall brand familiarity
• 347 IP Mapped website conversions via AVOD/FAST