Client: CARA PLASMA
About the client
Cara Plasma is a blood plasma collection center used to produce vital medicines. The main problem is the global shortage of plasma, which centers like Cara Plasma aim to address.
Annual company turnover: CZK 100–200 million
Cara Plasma is an ambitious company with strictly defined performance goals that we evaluate every week. To meet these goals, which increase every quarter, performance marketing alone is not enough.
How did we increase the number of first-time donors, turn them into regular donors and fulfill the client's goals so well that after three quarters of working together, they ruthlessly raised the targets by another 20%?
At the beginning of the collaboration, weekly results were inconsistent. One week we hit the targets, the next we didn’t. Every Sunday we sweated it out hoping Monday’s stats would show green numbers around 100% or more.
But with every week we improved, and after a year of collaboration we increased the number of donations
by 65%.
We developed a content marketing strategy based on a brand topic wheel that included key topics relevant to our target audiences. We regularly published this content on social media, in outdoor advertising, and in PR activities. This helped raise awareness of the importance of plasma donation and supported community engagement.
Among other things, we also prepared a major campaign for the 10th anniversary of Cara Plasma on the Czech market, in which we achieved an unprecedented record – the main video spot for the campaign had a 94% completion rate on YouTube. You can read more here.
Consistency is something almost every client company struggles with. We designed a much cleaner visual style that was consistent across all communication channels. This design included everything from visual language to slight website adjustments, as well as marketing materials and social media
We created a detailed annual marketing campaign plan that included seasonal events and special promotional actions. Each campaign was designed to address specific donor segments and motivate them to donate. Thanks to this planning, we were able to manage our resources effectively and maximize campaign reach, which was a significant change from the past, where the client operated quite emotionally and sporadically
We made a slight redesign of the website, particularly the homepage and key subpages. Our goal was to increase their conversion rate, i.e., the number of visitors who decide to donate. We improved user-friendliness, added clear calls to action, and optimized the website for mobile devices.
We established partnerships with influential personalities on social media who had a strong reach with our target audiences. These influencers shared their personal stories and experiences with plasma donation, inspiring their followers to get involved. These authentic and trustworthy recommendations had a significant impact on increasing the number of new donors.
We transitioned from RTB (real-time bidding) campaigns to traditional PPC campaigns on platforms like Google, Sklik, Microsoft Ads, and Meta. This step allowed us to better target ads and optimize costs. We regularly analyzed the performance of the campaigns and made adjustments to maximize efficiency and reduce the cost per first-time donor and retention bookings.
Based on anonymized data from the client, we created a donor heatmap, which allowed us to target campaigns even more effectively and distribute the budget more efficiently. As a result, we further improved marketing efficiency and maximized the potential of PPC campaigns.
Conclusion
Spolupráce WeBetter přinesla Cara plasmě nejen stabilitu, ale i úžasné výsledky. Raketový nárůst o 89% na problémových pobočkách a celkový růst o 65% za pouhý rok ukazují, co může dosáhnout správně nastavená marketingová strategie a odhodlaný tým na straně klienta i agentury.
Campaign
We collaborated with WeBetter and received a greater comfort and less stress during preparation and implementation of the terms. They are always on top of things. Moreover, they are very friendly, friendly and always welcome to new ideas and solutions.
Kristýna Štětinová
Marketing Manager
