Case Study: Blood Bank of Hawaiʻi boosts blood donations with MVNP’s Tough Enough campaign

Blood Bank of Hawaiʻi boosts donations by 911 with MVNP

The Blood Bank of Hawaiʻi faced a seasonal challenge, with donations dropping 15-25% during summer and winter months due to vacations and holidays, forcing them to import blood. To counteract this slump, they partnered with the vendor MVNP to create a social media campaign that would motivate locals to donate.

MVNP's solution, the "Tough Enough" campaign, tapped into local pride by creating a friendly island-versus-island competition. This was supported by a dynamic landing page, personalized emails, temporary tattoos, and social media activation with specific hashtags. The campaign was highly successful, resulting in a net gain of 911 donation procedures—the first increase during this period since 2016. It also drove a 32% conversion rate on the landing page and over a 1060% increase in social media engagement.

Blood Bank of Hawaiʻi