Abbott’s Be the 1 Donor Partnership With Blood Centers of America

🤌🏽 Target Audience

To effectively engage these target audience segments, the campaign needed to focus on leveraging social media platforms and influencer marketing with Dr. Mike to reach Zillennials and college students. Creative and immersive mixed-reality experiences could be used to generate interest and excitement around blood donation, while educational content could help dispel myths and address potential concerns. In the future, collaborations with universities, student organizations, and other relevant groups will help to expand the campaign’s reach and effectiveness.

📌 Brief

Objective:

Launch a dynamic 2nd and third quarter campaign that connects with Zillennials and extends Abbott’s brand reach. Partner with social media influencer Dr. Mike to tap into his established audience and amplify The Blood Centers of America’s message. At the same time inspire Abbott’s corporate crowd to join the movement and support Zillennials in their quest for positive change. Also while promoting pilot programs in select cities where donors can experience mixed-reality through Microsoft’s HoloLens2 headset. This immerseve, cutting-edge approach is meant to create buzz, attracting new donors, and solidifying Abbott’s position as an innovative brand that appeals to diverse audiences.

Key Messages:

1. Help Zillennials become change-makers and positively impact the world.
2. Get Abbott’s corporate peeps to back Zillennials, fostering teamwork and growth.

Creative Considerations:

1. Use eye-catching visuals, genuine stories, and a bold vibe for both audiences.
2. Mix energetic music and type together to push the brand and energize.
3. Incorporate a mixed of digital and experiential marketing elements, such as social media content, influencer collaborations, immersive experiences, and live events, to create memorable touchpoints.

Call to Action:

Get Zillennials and Abbott’s corporate people to join the movement, take part in the initiatives, and share on social media, boosting the campaign’s reach.

Success Metrics:

1. More Zillennials and corporate folks engaging with the campaign.
2. Increased social media buzz (likes, shares, comments, hashtags).
3. Positive vibes from both audiences and stronger connection to Abbott.
4. Real impact on the cause through donations, volunteering, or other contributions.

1. Summer Campaign:

✍🏽 Creative Copywriting

I was entrusted with the responsibility of expanding upon Ogilvy’s successful GIVE BLOOD. GET BACK. campaign from the previous year. Collaborating closely with Abbott’s Senior Marketing Manager for Brand Creative, Corporate Marketing, and the Marketing Manager for Abbott’s U.S. Transfusion team, we joined forces to craft compelling copy and build upon the existing campaign in a thoughtful and purposeful manner.

✏️  Landing Page Header Options & Video Storyboarding

 

📷 Image Curation

Source authentic summer visuals that felt energetic and active.

⚡️ Visual Design

Collaborate with Abbott’s development team during their new template rollout to design a summer header that echoes social media messages encouraging blood donations.

📺 Final Video

2. Mixed-Reality and Influencer Collaboration with Dr. Mike

🕹 Creative Strategy

In partnership with the Senior Marketing Manager our goal was to consult and sometimes lead the creative strategy from a corporate perspective to ensure storytelling and verbiage adhered to both Abbott’s corporate standards and the medical regulations for Blood Transfusion. We collaborated with Elite Communications Group, who took the lead in Creative Direction. Together, we produced social media images, header images, emails, videos, and one-pagers for Abbott’s corporate channels. We also consulted and wrote copy that could be used in Dr. Mike’s scripted and partnered with GCI Health, a global integrated healthcare communications agency, to develop a multichannel strategy featuring geo-targeted paid ads, PR/Abbott.com story, and a satellite media tour.

✍🏽 Creative Copywriting

I appreciated the valuable input from Elite Communications Group on the copywriting for our Mixed-Reality campaign’s digital marketing assets. Their expertise assisted us in honoring Abbott’s distinctive tone of voice – Pioneering, Caring, and Life-Changing. Curating messaging that effectively connected with the target audience and enhanced the overall experience.

⚡️ Visual Design

📺 Dr. Mike Post

The impact of our collaborative efforts is truly inspiring, with a 25% increase in donations compared to the previous year, translating to an incredible 13 million additional contributions.

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Writing and Designing a Guide for Responsible Marketing at Abbott

📌 Brief

Objective:

Develop a comprehensive Creative Content Guide that is a Guide within Abbott’s Responsible Marketing Playbook which outlines Abbott’s values, strategies, and standards for inclusive marketing to drive more inclusive and authentic creative executions across all marketing efforts.

Target Audience:

Marketing teams at Abbott and communicators and content creators involved in Abbott’s marketing ecosystem.

Key Messages:

1. Foster a sense of belonging and resonate with diverse audiences through inclusive marketing practices.
2. Equip marketers and communicators with the knowledge and tools needed to make more inclusive decisions.
3. Cultivate a culture of inclusivity that transcends all marketing efforts.

Creative Considerations:

1. Ensure the Responsible Marketing Playbook and Creative Content Guide are visually appealing, easy to understand, and actionable.
2. Highlight critical questions and considerations that guide content creators in aligning with Abbott’s commitment to inclusivity.
3. Collaborate closely with Brand Creative leadership to ensure cohesion between the two guides and adherence to Abbott’s values.

Deliverables:

1. Responsible Marketing Playbook feedback
2. Creative Content Guide (copywritten and designed)

✍🏽 Creative Copywriting

With Abbott’s Internal Agency at capacity I was asked to organize content from previous pitch decks and course documents into a comprehensible guideline that would be accessible within Abbott’s Responsible Marketing Playbook. The process involved a lot of organization and tracking multiple threads of feedback, looked a little bit like this:

If ykyk 😅

⚡️ Final Design: Creative Content Guide

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Developing Corporate Marketing Strategies, Research & Brand Evolution

As a leader in healthcare and science, Abbott puts grit, science, and purpose into everything they do. A positive outlook is at the core of Abbott’s success. Whether helping communities around the world or partnering locally, they’re dedicated to making the world a better place. Through multichannel campaigns, benchmarking research, and storytelling, we expanded Abbott’s unified brand in collaboration with the leadership of Global Marketing & External Affairs and their creative teams for both their corporate marketing department (Creative Network) and internal design agency (Brand Creative). The following categories were the focus of our efforts:

1. CORPORATE: Enhance awareness of Abbott and create emotional connections to make it easier for stakeholders to understand, trust, and prefer Abbott
2. EXPERTISE (DIVISION): Deliver winning value propositions for businesses and consumers that better position and enable Abbott to compete.
3. PRODUCT/SERVICE: Deliver differentiated benefits to drive selection, deepen engagement, and reinforce value Abbott provides.

Craft Comprehensive Research Decks

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Concepting Ideas That Bring the Abbott Brand to a New Level

As the lead creative strategist at Abbott’s internal agency, The Creative Network, I spearheaded brainstorming sessions that delved into deep innovation and imagination. The objective was to spark inspiration within the team, pushing the boundaries of what’s possible and encouraging the exploration of new ideas. By asking thought-provoking questions about Abbott’s audience and their enthusiasm for technology, the sessions aimed to foster a deeper understanding of the company’s target market and the potential avenues for reaching them.

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Consumer Technology Association: The Consumer Electronics Show (CES) 2023

📌 Brief

Objective:

Conduct market research, create a comparative analysis of breakthrough tech and health companies, and recommend creative strategies for a booth at CES (Craft a unique space that would seamlessly interact with each visitor while offering immersive elements that would captivate and resonate with the audience and increase Abbott’s brand presence in Life-Changing Products. Build a new type of brand visibility in the consumer space. If this is combined with an optimized digital shelf presence (how consumers discover, learn about, choose, and engage with products online.) through product pages and digital touch points it could also increase brand reputation.

Key Messages:

1. Position Abbott’s fresh take on healthcare through human centered designs.
2. Asking and answering “How can health tech help you?”

Creative Considerations:

1. Tell impactful stories that focus on solutions to global challenges.
2. Mix immersive experience to push the brand and energize.
3. Create memorable touchpoints.

Call to Action:

Explore Abbott’s Innovative World – Discover how our human-centered health tech empowers and transforms lives. Join us in shaping a healthier future.

Success Metrics:

1. Brand Engagement: Measure the increase in interactive engagements within the immersive space (e.g., time spent, interactions per visitor). Target a 20% increase in engagement compared to previous brand experiences.
2. Brand Awareness: Track the growth in brand awareness through pre- and post-visit surveys. Aim for a 30% improvement in brand recognition and understanding of Abbott’s role in life-changing products.
3. Digital Shelf Presence: Evaluate the improvement in digital shelf presence through metrics like click-through rates, page views, and time spent on product pages. Target a 25% increase in digital engagement.
4. Consumer Feedback: Collect visitor feedback to assess the impact of the experience on their perception of Abbott. Strive for 90% positive feedback related to the understanding of Abbott’s health tech solutions.
5. Social Media Reach: Monitor social media mentions and shares related to the experience. Aim for a 50% increase in social media engagement.
6. Conversion Rates: Track conversions from the experience to actual product interest or inquiries, aiming for a 15% increase in lead generation or direct inquiries.

🔍 Research

I explored various visual ideas to conceptualize a truly engaging booth experience using mock ups as well as images from the booth from the previous year. Our focus was on crafting a unique space that would seamlessly interact with each visitor while offering immersive elements that would captivate and resonate with the audience.

✏️  Conceptualizing Creative

I explored various visual ideas to conceptualize a truly engaging booth experience using mock ups as well as images from the booth from the previous year. Our focus was on crafting a unique space that would seamlessly interact with each visitor while offering immersive elements that would captivate and resonate with the audience.

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Reaching the Unreachable

As the lead creative strategist, my team initially focused on high-level concepting before shifting to other projects. However, a week before the event, the Sr. Marketing Manager and I were tasked with an urgent creation of a motion graphics storyboard for a touchscreen display. I led the creative design and copy, providing art direction for the motion graphics agency to realize our vision.

 

It fills me with immense pride to witness the remarkable collaboration between our skilled creative teams, resulting in a captivating, interactive, and immersive booth. The opportunity to contribute to the evolution of a historic brand like Abbott by guiding high-level concepting and strategy has been genuinely inspiring. Along this journey, we’ve discovered innovative ways to connect with audiences, forging deeper connections through storytelling and design. The collective passion and dedication of everyone involved has truly elevated the final outcome. It’s been an honor to play a part in shaping the future of Abbott, a brand that continues to inspire generations.