Team Marie Curie
With a limited budget in a highly competitive charity running event market, Marie Curie needed a cost-efficient strategy that stood out.
Charities were competing to secure participants at the lowest cost per sign-up, requiring a unique approach to gain competitive advantage in a crowded landscape.
Could we transform cold acquisition channels into warm, cost-efficient recruitment by building a community first?
We asked whether creating a 'running club' for audiences like 'couch to 5kers' would generate organic sign-ups and dramatically reduce media costs year-on-year.
-40% media budget required to fill event spaces YoY
7,000 running club member growth
Lookalike audiences from club data 2x more effective for sign-ups versus CRM data
Ready to Ask the BIGGER QUESTIONS
Breakthrough moments don't come from comfortable conversations.
They come from the willingness to interrogate assumptions, challenge briefs, and think differently.