Categories Name : SOCIAL MEDIA

Sub-Category : Leveraging Social Media to boost brand ROI and engagement

Entry Name (Campaign) : Platelet Donation Campaign

Brand Name : Godrej Kala HIT

Metal : Gold

Covering Note / Overall Experience

his case is about how brand HIT went beyond conventional advertising and lip-service to found an initiative to not only educate people on the threats of Dengue but also provide an accessible solution to help those in need and actually save lives.
Kala HIT is a household brand trusted by millions as the leading mosquito killer. Mosquitos are notoriously known to cause many life-threatening diseases, one of the most dangerous one being Dengue; cases of which peak during monsoon in India and show no promising signs of decline. It has been recorded that Dengue cases grew by more than 300% between 2009 and 2017 alone!
What makes Dengue trickier still is the fact that it still has no cure and platelet transfusion is the only way to save patients which comes with its own set of challenges; the most crucial one being that platelets cannot be medically stored, so donors must be available at hand in case of a Dengue outbreak.
As a result, Godrej HIT decided to set up a community of platelet donors where volunteers can sign up and those in need can reach out to save the lives of their loved ones.
The challenge was to talk to an audience that lives in an attention deficit world online and believes in armchair activism; where clicking ‘Like’ is as good as supporting a cause. This helped us realize how not intention, but procrastination is the biggest obstacle when it comes to positive action.
The biggest successes of this initiative were that it garnered 1,03,237 donor volunteers but also saved 5 lives making all the effort worth it and thereby strengthening brand HIT.

Concept

Dengue is a problem that arises every year during monsoon and the journey from it being an outbreak to an epidemic is alarmingly short. Dengue still has no cure and timely platelet transformation is the only way to save lives. What makes it trickier still is the fact that platelets cannot be medically stored which makes the availability of a platelet donor during a time like this very crucial.
In India, dengue cases have increased by a staggering 300% between 2009 and 2017 (Source: NVBDCP) and a disturbing 282 cases go unreported for every reported case (Source: TOI).
The root cause of this disease is the mosquito.
The ubiquity of the mosquito in our country means that as soon as the monsoons arrive, everyone starts to worry.
KALA HIT is a brand that is trusted by millions of households as the leading mosquito-killer. But Brand HIT’s purpose goes deeper than that: Kills Pests. Kills Diseases.
This opened up an opportunity for Godrej HIT to provide an accessible, actionable solution but also play a part in saving lives.
As a consequence, we set up a platform where volunteers could sign up to donate platelets and those in need could tap into the pool of donors to save their loved ones.
Our objective was simple – Supply for demand.
We needed to get 1 donor for every case.
Average number of cases over the last 3 years = 1,00,000 out of which 200-300 people lose their lives.
OUR TARGET: 1,00,000 registered donors

Innovation

We onboarded Apollo Hospitals as medical partners in this initiative. Apart from infrastructure and expertise, we wanted to leverage Apollo’s most crucial asset for us - donor data from previous blood donation camps.
To understand the current market sentiment and behaviour, we conducted a research and came up with some surprising results:
The largest number of blood donors that Apollo sees are college students and first jobbers.
That’s why blood donation camps were moving from a presence in corporate offices to focusing on colleges.
Challenge#1 – Nobody understands what platelets are or how they work.
A research conducted by us showed 58% people think platelets are a medicine for Dengue and 68% think that platelets can be stored for 2 months. None of this is true.
Challenge#2 – A well intentioned audience, notorious for not acting.
Our audience lives in an attention deficit world where showing support goes as far as a ‘Like’. They all claimed that a simple act of registering was something that they would do. Then they got back onto their phones and it was clear they wouldn’t do anything:
Procrastination is action’s biggest villain.
Challenge#3 – Physical availability.
Reflecting over the reactions we got, we realized that we really aren’t that different and are ourselves guilty of similar behaviour. This led us to the simple human truth: Constant actionable reminders lead to action.
Thus, our solution became clear:
PROCRASTINATION HACKING TO BUILD INDIA’S FIRST ONLINE PLATELET POOL

Execution

THE SOCIAL FEED – The villain chronicles We asked people to send in dialogues of their favourite Bollywood villains and replied to them with an audio clip in mentioned villain’s voice recorded in real-time saying “The real villain is a mosquito, that spreads dengue and takes lives. Prevent this by calling on the number and register as a platelet donor or access platelets”.
IN-CAMPUS – Youth Ambassadors
We enrolled the ‘cool kids’ in colleges our youth ambassador program: and on-boarded 2500+ youth ambassadors who ORGANICALLY DROVE registrations, in person and online.
AT CCD – Missing Donor
We used retail innovative installations at CCD outlets which mimicked missing people posters. Fitted with mirrors, when someone looked at it, they saw their own face with the words “Missing Donor” implying that they were the missing donor.
While watching Content - Skip or Save
Using formats native to platforms, we gave people the option to continue what they were doing or save a life. We did “Skip this ad or Save a life” for YouTube pre-rolls, “Scroll or Save” on Facebook and “Tap or save on Instagram.
ACQUISITION PLATFORM
The most important touchpoint was acquisition platform for registration and access that doesn’t allow for drop-offs. We used UX’s rule of three to ensure that in three actions, registration is completed. With this foundation, 3 pillars were created.
A lightweight app that provided “Good to know” information around Dengue and platelets. A mobile browser to ensure potential donors didn’t need to download the app to register. A helpline number for people to call, for situations where platelets were needed.

Results

Campaign efficiency metrics
Unprecedented engagement rates of 8% for poke, 12% for education and 9% for the last leg. 2500 ambassadors who in turn ORGANICALLY DROVE 40,000 registrations. Our PR reach was 22mn+, of which our digital PR alone was a whopping 2.5Mn THE BIG RESULT
We achieved our set objective in less than 100 days itself 1,03,237 registered donors We now had more than one donor for every estimated case of dengue. With a very optimistic projection over the course of the next 2 years, we could possibly have 6 donors for every estimated case. Perspective: We formed a donor pool big enough to fill the Eden Gardens stadium in Kolkata.
THE ICING ON THE CAKE
15 people were matched successfully with donors. Of all the people that looked at us a viable option, we became the only option for 15 people. This Diwali, 5 families celebrated instead of mourned. We could map out how big this number is. We could show you in relation to the number of dengue cases, how big this number is. We could even show how much we exceeded our results. But we have a different way of looking at this result. This result means that there are 5 families that came close to losing one of their loved ones, but didn’t have to face that horror.