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
Built two integrated campaigns that turned blood donation into a movement. The Summer Campaign spoke to younger donors through social content and a hero video framing donation as activism, not obligation. Then amplified reach with a Mixed Reality CES activation using Microsoft’s eye-tracking tech, immersing people in the actual impact of their donation. Partnered with Dr. Mike (10M+ followers) to carry the message across Instagram, LinkedIn, and broadcast media. Worked with Ogilvy and Elite Communications Group to keep everything aligned with Abbott’s brand standards.
MY ROLE
Led creative strategy as proxy for Abbott’s Senior Marketing Director for Brand Creative, ensuring brand consistency across all touchpoints.
✔ Shaped creative vision for both campaigns, connecting messaging to how Zillennials actually engage with causes
✔ Directed Summer Campaign hero video positioning blood donation as a movement, not a medical obligation
✔ Built strategic framework for Mixed Reality activation, collaborating with Ogilvy and Elite on visuals that worked in physical space
✔ Pushed Dr. Mike influencer partnership to extend into CES 2023, maximizing Abbott’s investment and reach
✔ Collaborated with Abbott’s PR team to keep promotional assets cohesive across social, web, events, and broadcast media
THE IMPACT
Campaign Performance: Drove 25% YoY increase in blood donations, adding 13M+ new donors. Summer Campaign generated 2.8M+ social impressions with 8.7% engagement rate (3x industry average). Dr. Mike partnership delivered 850K+ views across Instagram and LinkedIn with 52K+ engagements.
CES 2023 Activation: Mixed Reality experience became centerpiece of Abbott’s CES presence, generating 4,200+ on-site interactions and 176 LinkedIn reposts from Abbott’s official account (3.1M followers). Positioned Abbott as innovation leader in donor engagement, securing broadcast coverage on major news networks.
Brand Impact: Established Abbott as leader in tech-driven healthcare experiences. Created scalable campaign framework enabling future activations. Demonstrated measurable ROI on influencer partnerships, validating strategy for ongoing collaborations.
Mixed-Reality
