PHD UK was honoured at the recent Marketing New Thinking Awards, being awarded the best content branding award for client Macmillan Cancer Support’s “if nobody speaks of remarkable things” campaign.
The campaign saw the charity partake in its first branded-content partnership with Dear Deidre, the beloved agony-aunt column in the UK’s biggest-selling newspaper, The Sun.
Across nine months, the charity created 439 different pieces of native content that were seen by one-third of the UK population. This included a cancer-related letter and an “Angel of the Week”, which celebrated those who have helped or supported someone with cancer.
The campaign increased awareness and propensity to use Macmillan’s services. It drove 8,000 incremental calls to the support line – equivalent to one in every 34 people who were diagnosed with cancer during the campaign.
At the same time, PHD International picked up Bronze in the Lovie Awards for “Future Now”, a campaign for GSK’s Sensodyne toothpaste brand. The campaign was recognised in the Internet Video / Long Form or Series category.
Future Now is a series of 5 short videos which look at the science behind Sensodyne’s toothpaste, with each video tackling a different element of the ground breaking science.