The campaign was built around Donorweek (sense of urgency) with one week prior creating interest and two weeks after for extra registrations.

Continuous TV and radio advertising (push) created registration awareness. Social content and advertising strategy increased campaign involvement. Since registration occurred online, the digital video and advertising strategy was of the utmost importance.

Donor News was streamed live (during Donorweek at lunch, internet prime time) with programmatic buying and optimization of Google lightbox ads, making it a Dutch media first! Together with other video (trueview) formats, user friendly/initiated retargeting via conversion ads made for a successful campaign!

During Donorweek 34,000 (and total 46,000) new registrations were achieved of which 86% selected "yes" versus 72% in 2013. The user friendliness of retargeting (135,000 views live stream Donor news, 1.6 million views video content) made a major contribution to this success, proven by the high CTR of 0.10%, versus benchmark of 0.07%.

The campaign also successfully changed the attitude towards donor registration (source: TNS NIPO)

• (Strongly) agree on registration: 31% versus 25% 2013

• Doubt (instead of “no”) registration as a donor: 41% versus 27% 2013

• Choose now “don’t know” (instead of “no”): 25% versus 20% 2013