UNLOCKING A NEW BASE OF PLASMA DONORS
THE PROBLEM
The Hispanic base of plasma donors was virtually non-existent, with only 1% donating nationally. Our client wasn't sure what to do, as their current marketing efforts weren’t breaking through.
CREATIVE INTERVENTION
Reframed the client’s core story as getting compensated for your time instead of for your body ("Tu Tiempo Es Dinero"), and worked with the media team on tailored local plans to support new centers, depending on how prevalent the taboo was among Hispanics in each market.
WHAT WE FOUND
After a diagnostic of their current campaign, we found that they were treating the entire market as a monolith. However, through more granular segmentation, we discovered that Central and South American Hispanics tended to have a cultural taboo against “selling” parts of their body.
This needed to be reframed for them, while other hispanics (mainly in Caribbean markets) needed more explicit value messaging.
RESULTS
From a virtually non-existent donor base:
+1958% Hispanic donor registrations YOY
+3381% scheduled donations YOY
