Leveraging viewing data to power up performance

Client: Alzheimer’s Research UK

This is the story of how Beyond leveraged Alzheimer’s Research UK’s corporate partnership with Cadbury through an innovative use of data, that catapulted the charity’s brand metrics.

Dementia research charity Alzheimer’s Research UK was struggling to differentiate itself from other charities, despite its unique ‘For a Cure’ positioning focussed on driving hope and action.

What Alzheimer’s Research UK did have was a partnership with one of the UK’s most loved brands; Cadbury.

Cadbury planned an extensive campaign supporting the partnership, built around an incredibly emotive TV ad that would bring the plight of dementia to millions of living rooms across the UK every week.

We set out to harness the power of the Cadbury’s campaign and convert it into a wave of meaningful engagement and action for Alzheimer’s Research UK through an innovative use of MiQ’s Connected Audiences platform.

Using MiQ’s powerful data tools and ACR technology, we identified and retargeted only those who had seen the emotive Cadbury ad. These primed audiences were served Alzheimer’s Research UK’s bold, hopeful messaging across Connected TV and YouTube, reinforcing the brand’s orange identity and 'For a Cure' positioning.

The campaign smashed benchmarks in positivity, brand distinction, and intent to act - proving that when you combine emotive storytelling with precision data targeting, you don’t just raise awareness - you drive real change.