(image: https://www.superdream.co.uk/wp-content/uploads/2015/06/givingblood_advert_1024-1024×724.png alt: givingblood_advert_1024)
Where would we be without As, Os and Bs? It’s a subject that NHS Blood and Transplant is raising awareness of this week with its (link: http://www.buzzfeed.com/laurasilver/rein-in-blood text: #missingtype campaign) – an innovative stunt that’s seen London landmarks lose their letters. Aimed at recruiting new blood donors, the likes of Downing Street’s missing Os are intended to encourage the estimated 204,000 new donors that are needed to come forward to keep blood banks stocked with the right mix of blood groups.
The core of the campaign – the high profile changes to street signs – has been backed up by the hashtag #missingtype and a website giving information on how to actually give blood, as well as supporting PR. Here’s the Superdream view of this social marketing campaign.
The social outlook
“I think it’s been such a hit on social media because the hashtag has been a key part of the campaign – in their ads, the PR and consistent over all of their messages. It made me stop and search for it to see what it was about. I think the way people have lost their As, Os and Bs out of their Twitter handles is a really clever and easy way for people to show their support, meaning the campaign is really spreadable and has well and truly “got legs”. That’s what makes a successful social campaign these days; something that is quick and easy for people to do.
It’s also been really great to see so many brands get on board with the campaign, and lose their letters, again creating more and more awareness.
Oh and also, it has worked because I am going to give blood tomorrow after work!”
Suzi Crawford, Social Media Executive
The creative considerations
“The missing type is a neat creative idea, although on its own it perhaps doesn’t create enough intrigue for someone to follow up. It’s how it works in combination with social media and PR that turns it into it a good campaign.”
Mike Crate, Senior Creative
The online opinion
“For this campaign to really work it needs to lead people to a user-friendly website that explains exactly how to take action. Thankfully, #missingtype has got this spot on. The campaign web page is clear and straightforward in its messaging and calls to action. The language is jargon-free, the structure easy to follow, and there are direct links to register, along with a donation centre finder. Engaging video content is used to explain what happens when giving blood, demystifying some of the myths and negating people’s fears. Finally, a #missingtype Twitter feed and a Thunderclap tie-in the social media element, bringing it all together.”
Jayne Scarman, Senior Inbound Marketing Specialist
The PR perspective
“I think the campaign is great for sharing; it’s easy for people to get involved and support the campaign, and by enlisting the support of big brands it will get amplified across a wide audience. The potential for visual content does make it a real winner – a bit like the ALS challenge.
Looking at the comments it is generating, it does need to engage on some of the themes being raised. Although staff are making themselves available, they are not engaging openly in the debate around who can and can’t donate – a bit of myth-busting and clarity in this area would help reinforce the positive dynamic around the campaign.
Also, comments around availability of donation centres aren’t being openly addressed. It could be that they are replying directly, but there is a bit of an engagement vacuum which as far as I can tell is being filled by the community, good and bad.”
Gill Holtom, Head of PR
The Superdream verdict? #missingtype is a brilliant example of how a creative idea can work together with social media and PR to create a campaign that’s easy to get involved with and fun to take part in, while not losing the message behind it – the holy grail for a social marketing campaign. Tying together the right mix of channels and specialists in this way is something we pride ourselves on here at Superdream – why not find out more about (link: https://www.superdream.co.uk/what-we-do/ text: what we do?)