THE CHALLENGE:
Abbott needed to drive engagement for the Be The 1 blood donation campaign, connecting with Zillennials seeking purpose while reinforcing its innovation in donor recruitment. The solution required a dual approach—one that inspired young donors and another that showcased Abbott’s cutting-edge advancements.
THE SOLUTION:
The team launched a two-pronged campaign: the Summer Campaign energized Zillennials, framing blood donation as a movement through vibrant social content and a compelling video I directed. Meanwhile, the Mixed-Reality activation leveraged Microsoft’s eye-tracking technology, immersing participants in the life-saving impact of blood donation. Partnering with Ogilvy and Elite Communications Group, we ensured both campaigns aligned with Abbott’s brand and medical standards. To amplify reach, we co-wrote Dr. Mike’s script and integrated him into CES 2023, turning the campaign into an interactive showcase.
MY PART:
As Creative Strategist, I led the strategy, creative direction, and messaging for both activations. I directed the Summer Campaign video, curated its visual aesthetic, and wrote the social copy driving engagement. At the same time, I spearheaded the Mixed-Reality campaign and co-wrote Dr. Mike’s social and media tour scripts, ensuring its seamless integration into Abbott’s brand and future initiatives.
THE OUTCOME:
The campaign 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.
