CANADIAN BLOOD SERVICES
The Challenge We Took On
Canadian Blood Services needed to engage a younger Gen Z and Millennial audience and motivate them to join the stem cell registry,
especially within communities that had historically been harder to reach. Traditional public health messaging was not resonating on social platforms where these audiences spend their time, and awareness alone was not converting into action. The challenge was to build a vertical first, social first video campaign that could educate, entertain, and drive measurable results. In collaboration with Produktiv Agency, the goal was to create short form video content that felt native to paid and organic social while still honoring the seriousness of the mission.
The Impact We Made
Together with Produktiv, we produced a series of performance-driven, vertical videos designed specifically for platforms like Instagram Reels and TikTok. The content blended clear education with humour, cultural relevance, and strong storytelling, proving that health and wellness content does not have to feel heavy to be effective. The campaign delivered a 163% increase in monthly conversions and reduced the average cost per acquisition by $182. It also generated a surge in new and more diverse registrants, helping Canadian Blood Services reach younger audiences that had previously been difficult to engage. The result was a scalable vertical first performance engine that demonstrated how serious public health messaging can still be engaging, relatable, and highly effective.
