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%.
The brief
Encourage registered donors, especially younger people, to make and keep donation appointments.
What mattered
Blood donation needed to feel relevant between appointments, not only when a reminder arrived.
The idea
Combine ongoing organic content with campaigns that give people reasons to engage throughout the year.
My part
As part of the agency team, I worked on the ongoing content and campaigns described here.
What followed
During the engagement, Instagram followers grew from 8,000 to 25,300 and donors under 25 increased by 50%. These figures describe the wider collaboration.
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.
During the collaboration, the Instagram account grew from 8,000 to 25,300 followers, and donors under 25 increased by 50%. The donor mix became more balanced. These outcomes reflect the wider engagement, rather than the effect of a single piece of content.