Blog Post

Be Impulsive

Evaluating the impact of journalism and communications
July 26, 2018

Be Impulsive

Challenge:

Nearly 36,000 units of red blood cells are needed every day in the U.S., and since blood has a limited shelf life, the need for donated blood is constant.

Yet only a small portion of the population regularly donates blood, and blood donors tend to be older and have children, which is particularly troublesome in the summer when they are distracted with other things and blood donation falls dramatically.

Blood Systems, a national network of blood donation centers, sought to raise awareness about the constant need for blood donation among 25-to-35-year-olds, a demographic that typically doesn’t donate blood, and hired SE2 to find a new way to engage these young adults.

Strategy:

Instead of traditional advertising, SE2 recruited dozens of social media “celebrities” from across the country and asked them to tell personal stories about how blood donation impacted their lives.

They then shared their photo- and blog-based stories with their followers on Facebook, Twitter, Instagram and on their blog. Influencer tagged each post with a campaign hashtag #BeImpulsive so that we could follow along with the conversations and re-share great content and conversations through the brand’s owned channels.

Results:

The influencers generated nearly 1 million content views, and nearly 49,000 of their followers commented, shared or liked the content. The campaign exponentially outperformed its paid banner advertising campaign both in terms of cost per engagement and engagement rate.

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