Be The Match, a nonprofit on the frontlines of curing cancer through bone marrow transplantation, was facing a critical business problem: its registry was lacking the biologically ideal donor type: males ages 18 to 24. In order to better serve those facing life-threatening diseases and save lives, the organization tapped space150 as AOR in May 2016.
However, this was no easy task. Men 18-24 are historically hard to reach, and most had never heard of Be The Match and had a lack of understanding of what marrow donation is and entails. Moreover, the brand had never embarked on a digital effort of this size. Our goal was threefold: reach our target audience, engage this audience in ad units and on-site, and generate conversions from account setup to completed online registrations.
Parenting is messy, but most brands don’t acknowledge the struggle. Red Baron wanted to connect authentically with modern families at mealtime. Drawing on real struggles from mom-fluencers and stories from parents at our agency, we introduced a new brand character for the more than 40-year-old, iconic pizza brand: The Baroness.
The integrated campaign featured real-time social, TV, web and digital media, along with influencer and PR. The result was lifted the brand, drove purchase, and created a new advocate for families at mealtime.