InGamePlay ad firm, AdInMo raises male breast cancer awareness with campaign for Walk the Walk

InGamePlay advertising company, AdInMo, has published the results of a mobile in-game advertising campaign for breast cancer charity Walk the Walk, aimed at reaching new and younger audiences as well as raising awareness of male breast cancer.

The UK campaign featured two creatives, one promoting the charity’s annual MoonWalk event and an educational message ‘Men Get Breast Cancer Too’ and demonstrated an overall uplift of 8% in awareness among 18 – 34 year-olds.

58% of the total audience took or intend to take some sort of action after seeing the ads placed directly within the gameplay of popular mobile games. The campaign also achieved a 12% uplift in intent to donate to the charity, nearly 12 points higher than the industry benchmark; jumping to 24% among men

The InGamePlay ads (served programmatically) were on average seen for 4 – 5 minutes per daily active user. The immersive cross-genre campaign delivered over 300,000 brand interaction minutes and the top-performing genres included action and simulation games.

To understand the impact of this new media channel, AdInMo carried out a brand effectiveness study with research partner On Device Research. The campaign performed above industry digital advertising benchmarks and particularly excelled at ‘bottom end of the funnel’ goals. For example, nearly a third (29%) of players studied said they would search for more information on breast cancer or the charity as a result of the campaign.

The pandemic has forced all charities to rethink their marketing, and whilst gaming is not something we would have probably considered before, we are all having to be much more innovative in how we reach not only our existing audience, but also new ones. From the results of the campaign with AdInMo, mobile games clearly have the potential to help us engage with new audiences, and although gaming has a strong reach to male and female, it was particularly the younger male demographic, that we wanted to reach in our awareness campaign for ‘Men Get Breast Cancer Too.

Nina Barough, Founder and Chief Executive, Walk the Walk