CSL Plasma is one of the world’s largest and most sophisticated plasma collection networks, with over 15,000 employees and more than 300 plasma collection centers in the U.S., Europe, and China.
CHALLENGE
The multicultural Millennial population now makes up almost half of the Millennial generation (42%) and represents local markets that drive 47% of the total U.S. gross domestic product. Hispanics and African Americans represent an important segment of the CSL donor base. Now that mainstream is becoming multicultural, CSL needed to engage TGA for the development and execution of a more culturally relevant, targeted campaign to expand their multicultural donor base.
STRATEGY
After conducting a quantitative market research, TGA developed a targeted multicultural campaign appealing to Hispanics and African American donors. The purpose of this campaign was to drive brand awareness, increase donor participation among Hispanics and African Americans in a sustainable manner, and demonstrate the impact these donors are making in their communities by saving people lives.
This engaging, culturally relevant campaign was executed on radio, TV, and streaming supported by digital and social media. The campaign was aligned with their existing general market campaign “Do the amazing. Save lives” but focusing more on the impact of donating plasma.
RESULTS
The campaign was launched during a worldwide phenomenon, Covid-19, which presented a multitude of added challenges. However, by making the necessary changes to turn the messaging more culturally relevant and igniting greater engagement, the campaign was a success that significantly increased plasma donations, especially within the Hispanic and African American markets.
