D-CYPHR NIHR

Supporting Leading Research for the NHS

Blending Organic & Paid Social to deliver life-changing research

Uprated are working with D-CYPHR (NHS) on a leading DNA health research initiative. Our Paid Social Campaigns have delivered over 4,000 submissions in less than 6 months.

The Challenge….

D-CYPHR is a national initiative focusing on the collection of thousands of DNA samples together with health information, to enable scientists to begin to see the big picture of how our genetics and our environment influence our health.

The study requires thousands of physical saliva submissions (via a test kit) from young people from a range of ethnic backgrounds across the UK. But how do you encourage thousand of young people to spit in a test tube and pop it in the post?

Compelling Organic and Paid Social campaigns – that’s how.

Launching a campaign from scratch, with exceptional results

Sample Submissions

4000+

The Power of….spit!

Our compelling messaging and visuals featured in our campaigns, drove over 4,000 young adults to spit in a test tube and post their sample back!

Of All Conversions

90%

Powerful Paid Social

We’ve delivered via our Paid Search Campaigns, out-performing all other online and offline campaigns.

Per Submission

£4.50

Outperforming All Other Channels

Our cost per submission averages at less than £5, over 500% lower than other marketing channels.

Our Approach

Pinpoint audience targeting, compelling messaging, influencers and more.

Audience Research & Targeting
We use an evidence based approach, leveraging data and audience insight to enable us to use pinpoint precision when targeting key audiences. At a high level we focused on parents in the UK, but used hundreds of granular targeting criteria to ensure our messaging reached exactly the right audience.
Scroll Stopping Visuals
Our in-house design team worked to create organic and paid social assets, aligned to brand guidelines and created for a range of formats and platforms.
High Profile Influencer Partnerships
We partnered with a number of high profile, sector relevant influencers to help us raise awareness. We worked with Dr Xand to help reach a large audience and also worked with a number of micro and macro sized influencers to create and share content.
Test, Learn, Optimise
Our Organic and Paid Social Media teams continually use data and evidence to test content, campaigns, targeting and audiences to drive consistent campaign optimisation.

The Results?

Our campaigns and the study delivered over 4,000 sample submissions in the first 6 months, with this number going on to exceed X,xxx submissions since. Paid Social Campaigns have gone on to be the highest converting (and lowest cost) marketing channel for the campaign and we continue to form new influencer partnerships and reach new audiences.

Next Steps & The Future

This activity was originally part of a 6 month campaign, but the results have been so successful, this activity has been significantly extended and we are now working to widen the study and drive even further submissions. This activity helps to decipher some of the most pressing health challenges we face and supports health research for ages 0 – 15, pioneering new treatments and creating better care for children and the adults they will become.

Uprated have been a brilliant agency to work with. They are really responsive to all questions and are very knowledgeable. Great support, advice and design all round. Lucy Theobald | D-CYPHR

Get in touch

Get in touch