The right format sees a five-fold increase in response
Client: Cancer Research UK
Cancer Research UK is the world’s leading charity dedicated to beating cancer through research. It is funded entirely by public donations.
The client asked The Insert House to help them get inserts working again – response had fallen to the point where they were considering abandoning the medium.
Strategy & Execution
We analysed the previous five years’ results, looking at every creative execution and media channel to see what worked and what didn’t.
One format stood out as having the potential to be effective. We refined the format using our experience in the market and matched that with what we have found to be the most effective media for this type of campaign:
Initial results were positive and the learnings from this initial campaign allowed us to refine the target media further.
Three years on, we are running at a consistent success rate of five times previous response levels and client spend has increased by 700% over the period.
If you would like to discuss how to make your inserts work harder, please call Parry Jones on