One week prior to DonorWeek, interest was realized by TV & Radio ads. “Donor News” was streamed live (during Donor Week at lunch, internet prime time) and could be watched on jaofnee.nl (yesorno.nl) or on the YouTube-channel. Social content and advertising strategy increased campaign involvement. Since registration occurred online, the digital video and follow-up was very important. With programmatic buying and optimization of Google Lightbox ads served including the live stream (Dutch digital-media first!) we created more visibility. Together with other video-formats (True-View) and retargeting of all video ads with conversion banners including “Become Donor!” made for a successful campaign!

1.6 million views were realized for the video content, of which 135,000 views achieved for the live stream of Donor News. The user friendliness of retargeting was proven by the high CTR of 0.10%, versus benchmark of 0.07%.

The campaign 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

Finallly, 46,000 new registrations were achieved, of which 81% selected “yes”, versus 72% in 2013.