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APEX Awards 2016 - The Better Gift Challenge
This time round, instead of developing another generic radio campaign with mass appeal, calling for donations, we decided to approach things completely differently. We developed a new strategy that targeted our biggest detractors (who we knew are also our biggest potential segment in the long-term), changed our communications tone, originated a creative idea and honed media placement strategy - for the most critical time of the year.
The campaign was a resounding success. We increased blood donations by 13% year-on-year, the vast majority of which came from our specific target audience of detractors. Our brand affinity and brand engagement increased substantially too; by 13% and 8 160% respectively.
The efficiency ratios of this campaign are outstanding too: the Campaign Engagement Rate sits well above the global benchmarks, our Video View Rate is 5 times the industry norm, our Cost Per View is 27 times cheaper than the accepted industry benchmark and our Cost Per Donation dropped 57%.
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