Lifeblood x Reddit

tl;dr 

By executing a creative strategy that leaned into meme culture, and social references that are known and beloved by Australians, Lifeblood was able to create a highly engaging ad experience.

With the objective of driving awareness and greater education about the necessity of blood and plasma donations, Lifeblood saw intrinsic value in Reddit. Reddit is not only ranked as the #1 social platform for community by audiences, but the #1 reason people come to the platform is to be informed¹. 

This phenomena afforded Lifeblood the perfect intersection of audience behaviour and mindset to support their donation growth strategy and continual effort of building a meaningful and human connection to Lifeblood brand. 

This execution disseminated important educational messaging and evoked genuine emotions and a feeling of community between donor participants. As a result, the campaign drove extremely high volumes of engagement, exceeding CTR and CPC benchmarks in a highly competitive auction environment. 

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2.2x

Higher CTR to benchmark

2.6x

More cost effective CPC to benchmark

Sources: 
Reddit
Footnotes
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Luke Egan

CHEP Network

"Reddit allowed Lifeblood to engage prospective donors in a fun and unique way that invoked their community spirit, which contributed to Lifeblood both growing its donor base, and witnessing positive brand perception on the platform.”
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You earned that cheeky sausage roll...and a choccy bar, a Nippy's iced coffee and a bag of Smiths. Saving lives is a nice bonus too. Visit Lifeblood.com.au to learn more.
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What does changing lives look like? A bit like this. Go on, book your blood donation today.
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