Night In website

Listening with fresh ears
This is the second year for Macmillan’s new mass participation event ‘Night In’. We needed to make sure that registrations were up on last year but more importantly we needed to make sure that those signing up would actually hold an event.

Transform your story
We wanted visitors to the Night In website to see themselves in the event, the start of a conversation where Macmillan talks with and not at supporters. The design has harnessed the latest Macmillan brand devices aimed at a younger audience and lots of photography.

See the results
This year the Night In website has lots more engaging content than before but it is still very focused on registration and conversion remains at over 20%.

Our Facebook event creator is helping Macmillan reach an even wider audience with an average of 28 people being invited to each event that is created – so over the course of the campaign this could mean a reach of 100,000.


Night in