Macmillan Cancer Support is leaving no stone unturned in its quest to get consumers to join its World’s Biggest Coffee Morning event - the charity’s signature fundraiser - by using artificial intelligence to drive sign ups.
The programme, which takes place this year on September 27, is the charity’s largest fundraising scheme, in which consumers across the UK hold a coffee morning and raise money for people living with cancer.
More than 200,000 people take part in a day dedicated to cuppas and cakes; last year alone, almost £27 million was raised.
The charity is working with technology platform Automated Creative for the second year in a row, with the aim of encouraging people to sign up on the charity’s website to host their own event to fundraise for Macmillan.
Automated Creative uses machine learning to repurpose existing marketing materials and optimise them as digital advertising. It kicked off the project by undertaking a full content audit for Macmillan to determine the visuals and words that would have the greatest impact on the target market.
During the campaign period, which runs until late September, the platform will use its ’Creator’ tool to generate ad variants to run across digital channels, including Facebook, Instagram, Snapchat and online display. The content is continually optimised based on ongoing user feedback and results, with the overall aim of reducing Macmillan’s cost per acquisition.
Macmillan Cancer Support senior marketing manager Imogen Stead said: "Automated Creative’s proven results in making content work harder to drive traffic and conversions were impossible to ignore. I’m confident that working with a team which understands the importance of creative as well as the opportunities that technology presents will help us reach more people and make this year’s World’s Biggest Coffee Morning a huge success, enabling us to continue to support people living with cancer."
Automated Creative founder Tom Ollerton, who launched the business last year, said: "Attracting people’s attention in the digital world can be difficult with the huge quantity of content in circulation, so it’s essential to stand out. This is particularly true within the not-for-profit sector when you’re often looking to convert a specific action, in this case, the World’s Biggest Coffee Morning sign ups.
"The term ’artificial intelligence’ may sound futuristic and a bit of a gamble but in fact, it’s the exact opposite. Our technology can help ensure that every word and image will have the maximum possible impact and offer the best value for money."
Automated Creative’s clients also include GSK, Bose and Unilever.