As our goal was to increase the number of donor enrolments, and publicly track and display our progress against their donor enrolment goal, we envisioned building a responsive microsite on which to display the number of enrolments, as well as house a simple and easy-to-use enrolment form.

We used a custom written particle system to display the live feed of messages that could be interacted with in real time. These were formed from droplet particles to represent blood drops.

The particle system, while not new, is relatively rarely seen as it is dependent on being on the forefront of browser and hardware technology. It is based on 2D physics affecting the individual droplets based on forces (gravity, acceleration etc.) The canvas directs the particles to form a message over a hidden message.

We feel that this execution was particularly well done, incentivising user interaction, while compelling them to enrol. The user is able to interact with their cursor. This applies a force to push the particles away from the cursor.

The donor enrolment form, seen on the second page of the microsite, was made to be very simple to complete, and accessible via smartphone or PC.

Our campaign ran from mid-November 2015 to mid-February 2016.

Our experiential microsite was set up to make enrolling simple and easy. We also made use of a JavaScript particle system to creatively display the number of donor enrolments in real-time.

During this time, we had influencer participation, as well as prizes offered to us by big brands, to give away. Thus, we tailored our messaging to include the prize incentives, further driving participation and enrolments. we used a variety of Facebook products and tools to target our audience including remarketing, reach and frequency and boosted posts.

The addition of radio ads and PR, published digitally as well as in local print publications helped to propel our campaigns' success.

We also monitored and encouraged interactions across Facebook and Twitter using the hashtag #KeepTheBeatGoing.

1400 Donor Enrolments in 3 months: Over half of WPBTS' annual target.

Over 700 new fans added to the Western Province Blood Transfusion Services Facebook Page, enlarging their community and giving them a wider audience to further communicate with.

Our digital media reach was 2450835, which meant that the message about the need to donate was spread to a large audience.

Western Province Blood Transfusion Service noted our campaign as their most successful campaign to date, and were especially pleased that it had the success it did in just three months.

Western Province Blood Transfusion Services followed up with the enrolled participants via phone call and SMS, informing them about the date and location of their nearest blood donation clinic.