Always-on content, social strategy
Sanquin: Donor activation
Always-on content made blood donation feel closer to younger donors. Followers grew from 8,000 to 25,300 and donors under 25 increased by 50%.
As the blood bank of the Netherlands, Sanquin’s social channels had not been a major priority. The challenge was to encourage registered donors, especially younger people, to make and keep donation appointments.
We built a steady stream of always-on organic content and supported it with several campaigns over the years. Staying visible and relevant helped keep blood donation top of mind while giving the community meaningful reasons to engage throughout the year.
When Sanquin first came to us, their Instagram account had 8,000 followers and an aging donor base. That grew to 25,300 followers, with 50% more donors under 25, a more balanced donor mix, an active community and social channels that became a serious part of the brand.
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