Changing the Conversation Around Plasma Donation
Challenge: Craft a new, compelling narrative to reposition the industry and educate consumers on the life-saving benefits of plasma-derived medicines
Approach:
- Created a digitally-led consumer awareness campaign to inform younger audiences about the importance of plasma donation
- Used compelling creative, paid media, social and influencer engagement, SEM and SEO, and earned-worthy content to drive consideration for plasma donation
- Conducted message and creative testing, selecting a winning concept that performed well above benchmark metrics
- Launched a pilot program in five states to increase plasma awareness and shift plasma perception from transactional to emotional
Impact:
- Drove 16.8K clicks from target states to GivingPlasma.org in just two months
- Three months post-launch, Google Display Advertising showed a 1.42% click-through rate against the industry benchmark of 0.46% to 0.70%
- Exceeded 30% in average website conversion rates
- Surpassed industry benchmarks including click-through rate, video and audio display plays, and website visitation