THE FIGHT IS IN US
A unique public–private “coalition of coalitions” came together to create a national US consumer awareness campaign using Instagram video ads to reach COVID-19 survivors and encourage plasma donation, and saw a 26-point lift in standard ad recall.
“The Fight Is In Us,” a coalition of more than 40 organizations, created a national donor recruitment campaign in the US to connect coronavirus (COVID-19) survivors with licensed blood and plasma donor centers. An online tool helps people learn where to go to donate the antibodies that help fight off infection.
lift in standard ad recall
lift in standard brand awareness
lift in "Very Likely" answer choice for action intent
The Fight Is In Us coalition―working through member organization Microsoft―wanted to create a national awareness campaign on Instagram and Facebook to reach COVID-19 survivors in the US and mobilize them to donate their antibody-rich convalescent plasma.
The Fight Is In Us brings together more than 40 organizations and 1,000 healthcare institutions, including academic medical institutions, plasma companies in the CoVIg-19 Plasma Alliance, national blood organizations and community and non-profit leaders. It is supported by advisory and technology organizations including the Bill & Melinda Gates Foundation, the Lasker Foundation, Microsoft, the MITRE Corporation, Uber Health and Ashfield Healthcare.
The coalition launched a national consumer campaign to urge COVID-19 survivors to donate their antibody-rich plasma. The initiative stressed that donations must be made within two months of recovery to ensure a sufficient concentration of antibodies, and that seasonal caseloads would likely increase, so time was of the essence.
To get the word out, the coalition ran an Instagram and Facebook video ad campaign paired with national TV spots. With support from McCann United, Microsoft built a unique set of videos starring and filmed by celebrities. The short videos followed creative best practices, such as using color and animated elements, quick-cut action for a sense of urgency, and text overlays for sound-off viewing. Dwayne “The Rock” Johnson and others spoke directly into the camera to make an emotional connection with potential donors and urge them to be heroes in this fight. Each ad had a “Learn More” button that linked to “The Fight Is In Us” website.
The ads were targeted to US adults aged 18–54, including those with an interest in the medical profession or the featured celebrities in the creative, as well as people who lived in zip codes that had both a significant number of COVID-19 cases and nearby plasma donation centers.
Microsoft delivered ads in Instagram feed, Instagram Stories, Facebook News Feed, Facebook Stories and Facebook in-stream video, and it used campaign budget optimization to automatically distribute the budget across the best-performing ad sets in real time.
Microsoft determined the results of the June 22–July 27, 2020 ad campaign using a Facebook brand lift study, which revealed a:
26-point lift in standard ad recall
5.1-point lift in standard brand awareness
1.9-point lift in "Very Likely" answer choice for action intent
3.95 million people reached