Be The Match® has managed the world’s most diverse blood stem cell registry for more than 35 years. The organization connects patients with a matching donor for a life-saving blood stem cell transplant for people with life-threatening blood cancers—like leukemia and lymphoma—or other blood disorders like sickle cell, for which these transplants are often the only cure. Be The Match needs to increase the number of ready, willing, and available volunteer blood stem cell donors to save lives.
The Challenge:
Because 70% of patients who need a blood stem cell transplant do not have a fully matched donor in their family, they depend on Be The Match and their supporters to find a match to help give the gift of more time to patients and their circle of family, friends, and loved ones.
XOMAD’s Solution: #TimeToMatch
Utilizing XOMAD’s proprietary technology engine, Be The Match and XOMAD identified, vetted, and deployed 88 trusted social media creators (with between 1,000 – 150,000 followers on social media) in key cities across California and Texas. These creators resonated with Be The Match’s ethos in meaningful ways – whether they were patients, caregivers, essential healthcare workers, or even registry members who had previously donated, as some of the creators were.
For this program, Be The Match had two primary goals for audiences reached in California and Texas: 1) To remind current registry members of the importance of saying “yes” when they are matched with a patient to help save lives and give more time to families, and 2) to reach new generations of prospective members through social media, where Gen Z and Millennials typically turn for entertainment and information.
Because frequency drives action, XOMAD’s proprietary technology engine ensured that these creator communities reached Be The Match’s target audience multiple times with hyper-personalized unique content from multiple creators they know and trust. (XOMAD also whitelisted content to further its reach.)
Once deployed, these trusted, local social media creators educated their communities on the benefits of blood stem cell donations, provided insights into the donation process, encouraged registry members to say “yes” when they have a patient match, and shared ways members can stay engaged with Be The Match, even if they do not have a current match.
Because this campaign’s messaging was also likely to reach audience members who had not yet joined the Be The Match Registry, these trusted voices further informed their communities about the impact of joining Be The Match’s network and the ways to join.
The Results:
- In just two months, participating trusted social media messengers published 350+ posts and stories, with shares that generated more than 5.6 million views.
- More than 1.35 million Californians and Texans in target cities saw campaign content at an average of 2-3 times throughout the campaign – overlap that helps drive conversion.
- The Instagram engagement rate, specifically, was 3.5 times higher than the industry average for sponsored content.
By leveraging trusted messengers on social media who intimately know their audiences, we can save lives and energize others to become advocates in their day-to-day lives. Interested in learning more? Get in touch today.