Macmillan Cancer Support

Social & Influencer

The brief

As part of its Fair Cancer Care campaign, Macmillan Cancer Support needed to build emotionally resonant brand assets focused on the lived experiences of individuals who had faced inequity in their cancer care. Alongside this, it needed a high-volume, always-on paid social programme for its flagship fundraising event, Macmillan Coffee Morning, across Meta, Pinterest, TikTok and Performance Max, plus an influencer programme representing different types of Coffee Morning organiser — all while protecting a tone that is warm and human, yet strong in conviction and action-oriented.

What we did

33Seconds ran three strands of work for Macmillan Cancer Support.

1) For Cancer Unfiltered, a long-form documentary project, 33Seconds led production end-to-end — pre-production, shooting, editing and client sign-off — directing and producing a Hero film for each storyteller alongside shorter cutdowns for social distribution, delivered on a rolling schedule across several months.

2) For Macmillan Coffee Morning, 33Seconds ran an always-on paid social programme across Meta, Pinterest, TikTok and Performance Max, with a channel-specific strategy for each platform, a full-funnel approach across Awareness, Conversion and Retargeting, and four creative themes — Food & Drink, Togetherness, Charitable Connection and Workplace — refreshed in seasonal bursts, managed through a full ad copy matrix as a living document across every funnel stage, theme and format.

3) Finally, 33Seconds identified, negotiated and contracted 12+ influencers representing different types of Coffee Morning organiser — home host, community and workplace — with content publishing in the lead-up to the event.

The result

Pending — no results data available yet