For us, that meant media.
Rather than approaching our support purely as a financial contribution, we wanted to contribute our professional resources: content production, social media reach, audience engagement and, most importantly, attention for an important cause.
That idea became our way to participate to 310 Pull-Up Challenge.
31 days of visibility for Cancer Research UK
The original goal was to complete 310 pull-ups during August, while documenting the challenge through daily videos on Facebook and Instagram.
But the videos weren’t simply about exercise.
Cancer Research UK was at the heart of every one of them.
In each video, I spoke about Cancer Research UK and the reason we were supporting the charity. I also wore Cancer Research UK branded clothing, giving the organisation a consistent visual presence throughout the campaign.
Rather than a single post or one-off mention, our aim was to give Cancer Research UK repeated exposure over an entire month.
By the end of the challenge, our 31 videos had generated 14,932 views.
That’s almost 15,000 opportunities for Cancer Research UK, its name and its cause to be seen or heard.
Encouraging our audience to spread the message
We also wanted the campaign to reach beyond our existing audience.
So we gave our community a way to participate: every share added two pull-ups to the challenge.
This created a simple connection between social media engagement and the campaign itself. By sharing a video, people weren’t just making the physical challenge harder – they were also helping carry the Cancer Research UK message into their own networks.
Across the campaign, the videos were shared 961 times.
For us, that’s one of the most valuable results of the campaign.
Those weren’t simply impressions on a screen. They represented hundreds of individual decisions to pass the content – and therefore the Cancer Research UK message – on to someone else.
From 310 to exactly 2,000 pull-ups
We began with a target of 310.
With our community getting behind the campaign, we finished August having completed exactly 2,000 pull-ups for Cancer Research UK.
That number became a great symbol of what the campaign was about.
We started the challenge ourselves, but our community helped turn it into something much bigger.
More importantly, that participation kept the campaign moving, gave people a reason to return to the videos and created more opportunities for us to talk about Cancer Research UK.
Donating what we do best
Financial donations are enormously valuable to charities, but money isn’t the only resource a business can contribute.
Companies also have expertise, time, platforms, audiences and influence.
At Koskinen Media House, our expertise is media.
For this campaign, we invested our time, content production, social media channels, creativity and audience reach into giving Cancer Research UK sustained exposure throughout August.
The final numbers were:
- 31 videos promoting Cancer Research UK
- 14,932 video views
- 961 shares
- Exactly 2,000 pull-ups completed
We’re pleased with the numbers, but the pull-ups themselves aren’t how we measure the real value of the campaign.
The real achievement was creating 31 separate pieces of content in which Cancer Research UK was seen, spoken about and actively promoted, and then encouraging our community to carry that message further through hundreds of shares.
We started with a fitness challenge.
Our real goal was to use our media reach to give Cancer Research UK more visibility.
And we’d like to thank every person who watched, shared or followed the challenge for helping us do exactly that.
