Adinmo

Walk the Walk, a UK breast cancer charity, needed to promote two key initiatives: their annual fundraising event, the MoonWalk, and the educational campaign 'Men Get Breast Cancer Too'. They recognized the importance of reaching new and younger audiences to spread awareness not only about breast cancer but also the often-overlooked issue of male breast cancer. To achieve these goals, they required a new strategy that could cut through the typical advertisement noise and truly resonate with a diverse audience. With the digital landscape offering innovative possibilities, Walk the Walk sought to leverage modern technology to give their campaign a dynamic and engaging edge.

The task at hand was to create a campaign that would not only stand out but would also effectively raise awareness among the 18-34 age group. Walk the Walk teamed up with AdInMo to achieve this goal through in-game advertisements. The challenge was to integrate the charity's messages into games in a way that felt seamless and engaging, capturing the attention and interest of players without interrupting their gaming experience. The creative InGamePlay approach allowed the ads to become part of the game environment, creating an immersive experience for players.

AdInMo implemented their InGamePlay technology to develop two creative advertisements tailored for Walk the Walk's campaign. These creatives were embedded directly into the game environment, offering a non-intrusive viewing experience for players. AdInMo collaborated with On Device Research to analyze the campaign's effectiveness, measuring brand impact and awareness uplift. This partnership provided valuable insights into how players interacted with the ads and the resulting awareness generated among the target demographic. This innovative ad approach was designed to subtly inform and engage the audience, taking full advantage of AdInMo's expertise in digital marketing technology.

The campaign was successful, demonstrating a significant uplift of 8% in awareness among the targeted age group of 18-34-year-olds. This increase in awareness highlights the effectiveness of the non-intrusive, immersive ad format in connecting with younger audiences. The partnership with AdInMo and Walk the Walk serves as a model for how charities can leverage modern advertising technology to reach new and diverse audiences. The approach not only met the campaign's engagement objectives but also set a new standard for how awareness campaigns can be executed using in-game advertising technologies, thus paving the way for future initiatives.