BANNER MD ANDERSON CANCER CENTER — "We Are All In”
MD Anderson Cancer Center “We are all In” Our goal was to virally share encouragement and messages of hope to cancer patients. By spreading inspiration, love and hope, we let those know that “We Are All In” this together. Additional creative also allowed patients to request and make breast and lung cancer appointments.
We utilized 18 different digital tactics, ranging from Pandora, rich media ads, native content & pre-roll video
The digital results in a two-month campaigngarnered 302 total conversions:
182 Breast Cancer Appointment conversions
63 Request a General Appointment conversions
57 Message of Hopes submitted
The ‘Pre-Roll Video: 15 second’ had the highest completion rate at 82.75%, followed by the ‘Banner Breath (Lung Cancer)’ video with a completion rate of 74.83%. Video drove 51 of these conversions and delivered an overall CTR of 0.52%, well above the average CTR of 0.08%.
In under a year, we increased public perception that MD Anderson offers the country’s best cancer care by 9%. And 15% more consumers agreed that Banner MD Anderson Cancer Center’s cancer care is excellent post campaign.