KMSZ (Bone Marrow Donation Center): Life Lolli

KMSZ, a bone marrow donation centre, encouraged younger people to become donors in Germany with the Life Lolli.

Campaign details

Brand: KMSZAgency: BBDOCountry: Germany


  1. Reach as many young potential stem cell donors as possible, without a media budget.
  2. KPI: Absolute organic reach. Target: 64 million gross reach.

  3. Attract new stem cell donors and convert them into ambassadors.
  4. KPI: Social Media Engagement. Target: 300,000 positive interactions.

  5. Activate orders of tissue typing sets.
  6. KPI: Number of orders of tissue typing sets in 2019. Target: 30,000 orders.

  7. Increase the number of stem cell donors
  8. KPI: Number of registrations in 2019. Target: At least 10,000 registrations.

  9. Lower the average donor age.
  10. KPI: Average age of new...

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