This document discusses a new approach to video storytelling taken by Cancer Research UK for Stand Up To Cancer. They identified more engaging stories by finding inspiration outside the charity sector, collaborating across teams, and being agile in their approach. Their new social-first patient story videos were viewed over 1 million times organically and reached over 2 million people across platforms, proving this new approach was successful and worth pursuing further.

1. A bold new approach to video
storytelling for Stand Up To Cancer
Laura Morgan
Content Strategy Manager
Cancer Research UK
7 March 2019

2. A bold new approach to video storytelling for Stand Up
To Cancer
Laura Morgan – Content Strategy Manager

4. Our video storytelling so far…
Appeal films
• Created in partnership with Channel 4.
• Highly emotional and powerful films shown
during TV programming.
• Big budget and beautifully shot.
• Focus on the devastating experiences of
people going through treatment for cancer.

5. Our video storytelling so far…
2017 social-first patient stories
• Sharing the experiences of Mark, Lottie and Tash.
• 4-minute films, with 30 - 40 second versions for social.
• Filmed in a studio
• Very raw and direct, tackling topics like testicular cancer, losing a parent and
facial disfiguration following treatment.
• Didn’t perform as expected across our channels

6. Our new approach

7. 1. We identified what stories
performed well with our audience

8. 2. We looked for inspiration outside the charity sector

10. 3. We collaborated
• We created a working group with the Cancer Research PR, Social Media and Media Volunteer Liaison Team
• We were able to find out case studies quickly and make decisions as a group
• Everyone felt like we were working towards a common goal
• Feedback on the final videos was also done as a group

11. Our storytellers

13. 4. We were agile
• Key when you’re trying something new
• We tailored our targeting depending on the video and how it performed organically
• We took learnings from the previous video
• We trial combined placement across paid Instagram and Facebook

14. Was it worth it?

15. It was.
1m views -
paid &
organic
900k organic
reach
2m reach across
Facebook and
Instagram – paid
and organic
CPV £0.02/
10 seconds

17. Find out what
content works
for your
audience
Look wide for
creative
inspiration
Collaborate Be agile
In summary

18. … And
we’re still
working
with our
storytellers.