Colorectal Cancer Canada (CCC) is a non-profit dedicated to awareness, education, and supporting patients and caregivers to reduce the incidence and mortality of colorectal cancer in Canada. In 2023, over 24,000 Canadians will be diagnosed with colorectal cancer – Canada's second biggest cancer killer.
Project Summary
As most colorectal cancer deaths could be avoided if everyone aged 50+ underwent regular FIT tests, CCC challenged Fanshawe’s marketing students to increase awareness of the importance of these tests. During Colorectal Cancer Awareness month in March, the students increased their Google ad presence and launched a TikTok campaign, a platform they had not previously exploited.
The Challenge
As a small team, CCC’s biggest challenge was a lack of resources to hold on to their Google Ads Grant for non-profits. Due to the current click-through rates, they were leveraging approximately 25% of the available $10,000 monthly funds.
Fanshawe’s marketing students were challenged to find an exhaustive list of keywords used by Canadian searchers and craft compelling messaging to entice them to visit the website and act.
As a not-for-profit with very limited resources, I got these bright young minds focused on what we’re doing and exploit and enhance our message to increase our visibility and awareness. I’m very thankful for that. That Fanshawe offers this program is delightful.
The Solution
The marketing students went to work, came up with more than 6,000 keywords, and created 18 corresponding ads. Each month, website traffic grew 200%. In only one month, these ads appeared on 80,000 queries, which drove more than 6,500 visits to the website and continues month after month. The Google ad campaign continues to run with ongoing grant funding. With this traffic increase, CCC is leveraging about 90% of the Google Ads Grant.
In addition to the online ad campaign, the marketing students recognized that CCC was not being exploited on TikTok. They accessed a generous in-kind advertising donation from TikTok to fund the initiative and crafted the organization’s first 20-second clip. With a call to action of “Get Screened,” the campaign generated over 40,000 impressions across Canada and exposed the organization to a new form of digital advertising.
Related Case Studies
Explore Our Services
Capstone Live Projects
Innovation Village
Product Testing
R&D Services
