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'Be The Match' is Using Snapchat to Try to Register New Donors
Hayley McGlone — July 18, 2016 — Marketing
References: youcould.bethematch.org & adweek
'Be The Match' is a nonprofit organization that hosts a bone marrow registry to help blood cancer patients find donor matches. Its new 'Be the Guy' campaign is aimed at Millennial males to recruit more donors to sign up. Be The Match is trying to connect with males primarily 18-24 on social media and in particular on Snapchat.
The 'Be the Guy' ad will run within Live Stores on Snapchat. The ad prompts users to swipe up and they will be able to link to the registry forms on the donor site. Be The Match is targeting people between the ages of 18 to 24 because this age group tends to be healthier, but the site will also register donors 18 to 44 for free. Similar ads will also be posted on Twitch, Instagram, Facebook and potentially Reddit. Leveraging social media to engage Millennials will raise awareness for the need for bone marrow donors.
The 'Be the Guy' ad will run within Live Stores on Snapchat. The ad prompts users to swipe up and they will be able to link to the registry forms on the donor site. Be The Match is targeting people between the ages of 18 to 24 because this age group tends to be healthier, but the site will also register donors 18 to 44 for free. Similar ads will also be posted on Twitch, Instagram, Facebook and potentially Reddit. Leveraging social media to engage Millennials will raise awareness for the need for bone marrow donors.
Trend Themes
1. Social Media Recruitment - Using platforms like Snapchat, Twitch, Instagram, Facebook, and Reddit to target and engage Millennials in donor registry campaigns.
2. Millennial Male Focus - Specifically targeting Millennial males, aged 18-24, for increasing the donor pool through tailored campaigns and advertisements.
3. Healthier Age Group Registration - Emphasizing the registration of donors between the ages of 18 to 24, who tend to be healthier, but also allowing registration for individuals aged 18 to 44.
Industry Implications
1. Nonprofit Organizations - Nonprofit organizations like 'Be The Match' can explore the use of social media platforms and targeted campaigns to effectively engage potential donors and expand their registries.
2. Healthcare and Medical - The healthcare and medical industry can leverage social media platforms and partnerships with nonprofits to increase awareness and accessibility to bone marrow donor registries for blood cancer patients.
3. Digital Advertising and Marketing - Digital advertising and marketing companies can assist nonprofits in developing creative and impactful campaigns targeted at specific demographics, such as Millennial males, to drive donor registrations.
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