DKMS is an international non-profit organisation with offices in the UK, Germany, Poland, Spain and the United States. Founded in Germany, it’s vision is to create a future where every blood cancer patient has a second chance of life. It’s mission is to increase the number of potential stem cell donors and to provide a matching donor for every blood cancer patient in need of a blood stem cell donation.
DKMS was seeking support with media planning and buying as part of a national brand awareness campaign. We were tasked with developing a strong media plan to increase brand awareness among the 18-30 year old BAME audience (Black African, Pakistani and Indian), particularly men.
What We Achieved
We analysed the core audience and their behaviour to come up with the right communications strategy and channel mix across OOH, Street Talk, Buses, regional and ethnic press and digital programmatic and display to reach this audience.
We identified the catchment areas where we could capture them, and used tactical OOH and transit media like bus and tram panels, bus shelters, local press and digital media to target them.
Our campaign message ‘Swab to save a life’ resonated with the target audience and drove awareness and registrations to the website.
DKMS Campaign Results
1) 384% more traffic from the UK.
2) 120% increase in the donation through their site.
3) 108% increase in the registered users through the site
To calculate the spike I have compared the figures of August 2017 with November 2017. (For example, Users registered in the month of