See how PupDigital used Google Ads, Google Ad Grants, Meta, TikTok, LinkedIn and YouTube to scale a global not-for-profit health awareness campaign across 11 languages.

Client: International Neuroendocrine Cancer Alliance (INCA)
Industry: Not-for-Profit / Medical Health
Project Type: Global Paid Media Campaign
Location: Global

The International Neuroendocrine Cancer Alliance (INCA) is the global voice for patients living with neuroendocrine cancer. For their annual awareness campaign, NET Cancer Day 2025, INCA partnered with Five Creative to develop a strong new campaign direction, built around the idea that every patient story matters. 

PupDigital’s role was to turn that creative into a high-performing global paid media strategy, ensuring the campaign reached the right audiences, in the right languages, through the right channels, with platform-specific execution designed to maximise awareness, engagement, and traffic.

Working across Meta, LinkedIn, X, TikTok, YouTube, and Google Ads, we deployed a multilingual paid media strategy designed to maximise awareness, engagement, and traffic during a critical campaign window. The result was INCA’s most successful NET Cancer Day campaign to date, with major lifts in impressions, engagement, reach, and website activity.

What We Did

• Developed and managed the global paid media strategy for the global not-for-profit health awareness campaign NET Cancer Day 2025
• Deployed campaign activity across Meta, LinkedIn, X, TikTok, YouTube, and Google Ads
• Managed multilingual rollout across 11 languages
• Built channel-specific campaign structures for awareness, engagement, and traffic
• Managed Google Ad Grants and paid Google campaigns as part of a broader search strategy, helping INCA maximise visibility while making the most of NFP-specific funding opportunities
• Allocated spend across platforms to improve efficiency and reduce overreliance on any one channel
• Used paid distribution to amplify campaign creative, videos, patient stories, and awareness messaging
• Supported campaign visibility across both public and healthcare-related audiences
• Worked closely with Five Creative to ensure strong creative translated into strong media performance
  

Megan Mitchell

 Head of Operations & Digital Projects at Five Creative

PupDigital brought clear strategic direction from the outset, helping shape what the campaign needed to succeed in paid media and informing asset requirements early in the process. Their execution was critical in taking the creative to market at a global scale while preserving the strength and integrity of the concept.

A Global Campaign Needed More Than Reach

NET Cancer Day is a globally significant awareness moment for INCA, and 2025 presented a real opportunity to build on previous years with a more coordinated, higher-performing campaign. Five Creative had developed a compelling new campaign direction in “Every Stripe Tells a Story”, giving the campaign a more human, empowering, and globally relevant creative framework.

Our role at PupDigital was to make sure that framework translated into reach and action. That meant building a paid media strategy capable of carrying the campaign across multiple regions, multiple audience types, and multiple platforms, while maintaining consistency across 11 languages. The campaign combined paid social, Google Ads, and Google Ad Grants management to maximise visibility and engagement across channels.

This integrated paid media campaign demonstrates the value of platform-specific strategy for not-for-profits running international awareness campaigns. It’s noteworthy to mention that Google Ad Grants management remains a key part of building sustainable search visibility alongside paid media for not-for-profit organisations.

Turning Creative into Distribution at Scale

A campaign can have excellent creative and still underperform if distribution is weak. For INCA, the challenge was not just visibility. It was visibility at scale, across markets, and across a fragmented digital landscape.

We worked across Meta, TikTok, LinkedIn, X, YouTube, Google Ads Grants, Google Search and Display to build a channel mix that could drive awareness efficiently while supporting traffic and engagement goals. Rather than relying too heavily on one platform, we diversified spend and placement strategy so the campaign could perform more consistently across the full launch period. 

This approach gave INCA broader global exposure and stronger resilience across channels, while allowing the campaign to perform more consistently across the full launch period.

Performance That Significantly Outpaced Previous Years

The 2025 campaign delivered INCA’s strongest visibility result to date.



Total impressions reached 176.85 million, representing a 407.55% increase over the 2024 campaign. Facebook post engagement increased 1354% year on year, and 5292% compared to the immediately preceding period. Instagram reach increased 7254% compared to the same period in 2024.

The impact was not limited to platform metrics. Website sessions increased 249.34%, while website engagement rose 41.93%, showing that the paid campaign was not only generating visibility, but also driving meaningful traffic and stronger on-site behaviour.

Teodora Kolarova
Executive Director at International Neuroendocrine Cancer Alliance

PupDigital’s expertise made NET Cancer Day 2025 a significant step forward for our campaign globally, with reach, engagement, and visibility all exceeding expectations and surpassing previous years’ results. Their paid media strategy and execution took the campaign to market across multiple platforms, audiences, and languages at a scale we had not achieved before.

Why the Campaign Performed So Strongly

The success of the campaign came from the combination of strong creative, platform-specific media strategy, and an execution model refined through years of campaign learning.

Five Creative developed assets with genuine thumb-stopping quality. The campaign used bold colour, graphic elements, and real people in a way that was visually distinctive, emotionally engaging, and well suited to digital placements. Importantly, the creative was not only strong from a brand perspective. It was also flexible enough to perform across multiple formats, platforms, and languages without losing consistency.

From PupDigital’s side, the focus was on technical execution and strategic decision-making. Each platform was approached differently, with its own timing, pacing, audience structure, and optimisation strategy. That allowed campaigns to move through learning phases properly, gather meaningful performance signals, and improve over the live period rather than simply spend budget broadly.

This was especially important given the complexity of the campaign. Managing activity across 11 languages and multiple international platforms required careful coordination and a clear understanding of what success looked like in each environment. Not every platform should be judged by the same metric, and part of our role was knowing which indicators mattered most at each stage of the campaign in order to make informed decisions quickly.

TikTok also played an important role in the broader media mix. Its contribution reinforced the value of staying open to channels that remain underutilised by many Australian organisations, particularly in awareness-led campaigns. While some advertisers still hesitate to include TikTok, its impact here demonstrates the scale and efficiency it can deliver when approached strategically.

Most importantly, the 2025 result reflects an ongoing process of refinement. Each year’s campaign has generated learnings that have shaped the next, allowing strategy, measurement, and execution to become more sophisticated over time. The outcome was not simply the result of strong creative or increased activity. It was the product of better decisions, better coordination, and a more mature campaign strategy built on previous experience. 

At PupDigital, long-term relationships are central to how we work, and this campaign is a strong example of why. The trust and continuity built over time with INCA and Five Creative create better collaboration, sharper strategy, and stronger results.

A Stronger Model for Future Campaigns

This campaign is a strong example of what can be achieved when great creative and expert paid media strategy are properly aligned. Five Creative built a visually distinctive and highly usable campaign platform. PupDigital turned that into a global media strategy, using platform expertise, multilingual execution, and performance-led optimisation to maximise reach and impact across channels.

The result was INCA’s biggest and most impactful NET Cancer Day campaign to date. It also reinforces the value of long-term partnerships, where trust, communication, and accumulated learning help turn strong campaigns into stronger ones year after year.

Read Five Creative's Case Study for the design details of the project here.