THE CHALLENGE
Abbott wanted to inspire a new generation of blood donors to join the movement, not just show up once. They needed younger people to see blood donation the way they see activism: something you commit to because it saves lives. The ask? Two campaigns. One to get Zillennials emotionally invested in the cause, and another to showcase Abbott’s innovation at CES 2023. Different audiences, same goal: turn awareness into action.
THE SOLUTION
We built two campaigns that worked together. The Summer Campaign spoke directly to younger donors through social content and a hero video I directed, framing blood donation as a movement, not a medical obligation. Then we took it further with a Mixed-Reality activation using Microsoft’s eye-tracking tech, immersing people in the actual impact of donation. We partnered with Ogilvy and Elite Communications Group to keep everything aligned with Abbott’s brand standards. And when we saw an opportunity to amplify reach, I pushed for Dr. Mike to carry the campaign into CES, turning it into an interactive showcase that maximized Abbott’s investment.
MY PART
I was Abbott’s creative strategist. Here’s what that meant:
✔ Shaped the creative vision for both campaigns, making sure everything felt like Abbott
✔ Partnered with Abbott’s Senior Marketing Director for Brand Creative, often stepping in as her proxy to keep brand consistency
✔ Directed the Summer Campaign hero video that positioned blood donation as something you’re part of, not something you do
✔ Built the strategic framework that connected messaging to how people actually engage
✔ Collaborated with Ogilvy and Elite to create visuals for the Mixed-Reality activation that worked in real life, not just in presentations
✔ Worked with Abbott’s PR team to keep promotional assets cohesive across every touchpoint
✔ Pushed the Dr. Mike partnership to extend into CES 2023. Saw the opportunity, made the case, got it done
✔ Mentored a marketing specialist because good campaigns need good teams
THE RESULT
The campaigns drove a 25% increase in blood donations, adding 13 million new donors than the previous year. The Summer Campaign mobilized young advocates, while the Mixed-Reality activation set a new standard for tech-driven donor engagement, culminating in a standout CES 2023 presence.
This wasn’t about making things look good in a deck. It was about creating a brand experience that worked everywhere Abbott showed up and making sure their leadership in donor engagement actually felt like leadership.
Mixed-Reality
