The Challenge: How do you convince people to overcome barriers of plasma donation and drive net new donors in a highly competitive landscape?
The competition outspends you 3 to 1 and you are all competing for the same shrinking target audience of frequent plasma donors.
Instead of trying to go head-to-head, we built a blue-ocean approach that sought to engage and encourage people who had never donated plasma before. Our holistic media approach used timely and relevant partnerships, high-impact video and audio, and geo-location-based ad targeting to bring new donors into Grifols Plasma Donation centers across the country.
51% YOY Growth
400k New Donors