Saving Lives One Conversion at a Time

Canadian Blood Services

Canadian Blood Services Stem Cell Marketing

Stem cell registries aren’t diverse enough to match every patient in need. We’re changing that.

+163% Increase in monthly conversions
-$182 Decrease in average cost per acquisition
-58% Decrease in landing page bounce rate
+1500 New diverse stem cell swabs collected

The Brief

Canadian Blood Services is a charitable organization that provides blood, plasma, as well as transfusion and stem cell registry services to Canadians.

Stem cell transplants require a one-to-one genetic match between donor and recipient, meaning you’re more likely to find a match from someone of the same ethnicity.

The problem? Canada’s stem cell registry lacks the diversity that our country is so well known for, leaving many people without a life-saving match.

Solving this is at the heart of our work with Canadian Blood Services. How do we attract a young, healthy, and diverse audience to register for the stem cell registry?

Every registration could be someone’s second chance.

  • Content Marketing
  • Conversion Optimization
  • Design Prototype
  • Email Marketing
  • High Fidelity Prototype
  • Inbound Marketing
  • Landing Pages
  • Lead Generation
  • Organic Social Media
  • Outbound Advertising
  • Paid Search Ads
  • Paid Social
  • Remarketing
  • Tik Tok Ads
2022 – 2023

The Showcase

Improving Onboarding

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Conversion Rate Optimization
Canadian Blood Services Stem Cell Registration Flow UX Design

Somewhere to Land

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Content Marketing
Canadian Blood Services Stem Cell Landing Page Design

TikTok Storytelling

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Content Marketing
Canadian Blood Services Influencer Marketing on TikTok

Nurturing the User

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Email Marketing
Canadian Blood Services Nurture Email Marketing Designs

Ads with a Message

Paid Advertising
Canadian Blood Services Stem Cell Paid Advertising Designs

Collecting Real Swabs

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Event Activation
Canadian Blood Services Event Activation Photos Pop Up Barbershop

The Breakdown

The Produktiv team was instrumental in creating the campaign. We’re excited to share the results and learnings with registries from around the world!

Raanne Adamkewicz, National Marketing Manager

When it comes to collecting stem cell swabs, we’ve found that the best results come when combining in-person activations with bold digital campaigns.

From a pop-up barbershop at Square One Mall and a presence at University Orientation Weeks, to booths at Toronto’s biggest festivals, we’ve helped Canadian Blood Services onboard more stem cell registrants in the ideal target demographic that they’ve ever seen.

Tiktok Ads have been absolutely instrumental. In partnering with creators who have directly benefited from Stem Cell transplants, we were able to leverage real, powerful stories as a lead generation tool.

Despite great marketing results, the onboarding process was converting poorly. We worked to user test and uncover gaps in the onboarding process and provided an enhanced user journey for stem cell registrants.

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