Red Cross Promo, Case study #DONATEEXEMPLE by Arcos Comunicacao

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#DONATEEXEMPLE

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Arcos Comunicacao
Creative Director Glaustemberg Carvalho
Art Director Thiago Reis
Copywriter João Saraiva E Carlos Renato Rocha
Producer Juliana Sarda
Illustrator Eugênio Lima
Released November 2012

Credits & Description

Advertiser: RED CROSS
Agency: ARCOS COMUNICAÇÃO
Category: Best Use of Social Media
Advertising campaign: #DONATEEXEMPLE
Video: Carlos Costa (Três Caras)
Illustrator: Eugênio Lima (Arcos)
Media Manager: Paula Fernanda (Arcos)
Art Director: Thiago Reis (Arcos)
Chief Creative Director/Creative Director: Carlos Renato Rocha (Arcos)
Media Manager: Carol Campello (Arcos)
Web Developer: David Vieira
Producer: Juliana Sarda (Arcos)
3D Illustrator: Saulo Lísias (Oberon Digital)
Audio: Carlos Borges (Onomatopéia)
Creative Director: Glaustemberg Carvalho (Arcos)
Copywriter: João Saraiva (Arcos)

Execution
First, it was necessary to do an internet search to find the first sites to be addressed. Early on we realized that we could count on greta agents: the blogs. There are hundreds of thousands of blogs in Portuguese - initial object of our action. But we needed, however, before all, turn the blood bag in a virtual light source, that would give the bloggers the same amount of work to post a text. With the code done, we tracked the top 50 blogs that would charge not to convey the action. And we did the approach by email. We put this bag of blood on a fanpage and blogs began, one by one, to enter and help with our campaign.

Strategy
By tracking the social networks, we found que blood donors to continue donating throughout life since they are able to create the habit when young. And then we came up with this idea: create a blood donors club composed by young people below 25 years old. The youth had great sympathy for the Red Cross. They needed stimulation, for example, to donate. Therefore, the challenge was the approach. How to reach an audience as heterogeneous, with such different habits, without money, in a continental country like Brazil? Making a blood bag that carries the virtual timeline of any YouTube video. So, without disturbing the contents of videos and without mixing with the advertising of sites would be possible to be in thousands of Brazilian homes. Perhaps in the whole world.

Effectiveness
10 first, then 20. Finally over 1000 blogs joined the campaign. Websites, newspapers and TV reported the action. There were thousands of tweets. Gradually, other affiliates of the Red Cross joined, from Pernambuco, a new phenomenon. The action was local Red Cross, Buy it quickly turned into a national and international Red Cross campaign. In just 12 days, more than 50,000 people were affected. Media investment: zero. Repercussion spontaneous: 3 million dollars approximately. And most importantly, the number of permanent donors for 50 times bigger so far. But numbers are just numbers. If the end of the action we have helped to save at least one life it was worth it.