Case Study: Bloodwise achieves successful rebrand adoption and audience insights with Crimson Hexagon

How Social Insights Helped Inform and Track the Rename of the UK’s Specialist Blood Cancer Charity

Bloodwise (formerly Leukaemia & Lymphoma Research) is the UK’s specialist blood cancer charity that simplified its name during Blood Cancer Awareness Month in September 2015. Facing the challenge of ensuring the new name would be adopted and still convey the charity’s purpose, they needed to measure public awareness, sentiment and reach across their roughly 102,000 Facebook and Twitter followers.

Crimson Hexagon used social listening to track mentions of the old and new names, hashtag #wearebloodwise (6,250 mentions at launch), conversation types and influencer impact. Results showed mentions of the old name declined after September while “Bloodwise” rose (with a December spike tied to a fundraising event), prominent endorsements amplified reach, and the insights helped target communications and plan ongoing monitoring — improving brand adoption and alignment with blood cancer awareness.

Bloodwise