There are many reasons why young men are important stem-cell donors for leukemia patients. However, they’re also extremely hard to recruit and only make up a small number of the donors in the DKMS registry. On top of that, the lab costs for each registration are fiendishly high, which means that DKMS relies on financial donations to do its work.
To kill two birds with one stone, denkwerk, Jérôme Boateng, and MUT, an agency specialized in social campaigning, partnered up. Our idea? To join forces and make the registration set the season’s hottest item.
First, we created massive hype in social and soccer-related media for the launch of a new product by Jérôme. #HelfenmitStyle, “helping in style”. Then came the unboxing – revealing a limited edition of the DKMS registration box.
We sold it directly from Instagram using our specially designed, platform-optimized online store which continued the narrative, style, and tone of the campaign.
The result? 12 million contacts and a sold-out store. The JB17 DKMS Limited Edition: giving you life while literally giving others life.