Facebook was developing its Blood Donation feature and marketing material for India—and one of the biggest questions on its mind was why Indians trust blood-donation camps more than blood banks. We investigated this brief in two phases: First, for launching the feature in 2017, and second, for developing it further in 2018…
We came away with a telling understanding of why and how the act of blood donation hinges on trusting inner circles over establishments in India. Our recommendations were fed live into Facebook’s product and marketing development teams in the US—to refine their strategies, launch designs and calls to action. The feature achieved its target of over five million subscribers within the first month—and Facebook continues to grow and develop it in India.
Facebook was developing its Blood Donation feature and marketing material for India—and one of the biggest questions on its mind was why Indians trust blood-donation camps more than blood banks. We investigated this brief in two phases: First, for launching the feature in 2017, and second, for developing it further in 2018…
We came away with a telling understanding of why and how the act of blood donation hinges on trusting inner circles over establishments in India. Our recommendations were fed live into Facebook’s product and marketing development teams in the US—to refine their strategies, launch designs and calls to action. The feature achieved its target of over five million subscribers within the first month—and Facebook continues to grow and develop it in India.
