For Carter BloodCare, the ask was to reach the Hispanic demographic, ideally who are predominantly US-born. Majority identify with Mexican heritage, reflecting the Texas Hispanic demographics.
We wanted to make sure this audience felt seen with their personal culture and with the interplay between English and Spanish across different settings. For each project, we made sure insights reflected our audience, incorporating them directly to ensure the connection to relevancy and to make sure the client had their connection to build trust and get more donors.
THE BLOOD EXPERT
CAMPAIGN
IDEA
Who is the ultimate blood expert in the world? Dracula. Who is the ultimate blood expert among Texas Hispanics? El Chupacabras (The Goat-sucker).
The Chupacabras is a mythical creature that has fascinated Hispanic communities for generations. We’ve all heard the folktales about this elusive creature who used to suck the blood of goats and other animals, but he has been strangely quiet in recent years. With this concept, we'd like to update this folktale and give it a fun twist. El Chupacabras has decided to redeem himself by using his fame, skills, and knowledge to help CBC increase blood donations.
DIRECTION POST 2
SOCIAL POST
Introducing Dr. Chupacabras
DIRECTION POST 1
DIRECTION POST 3
IDEA
Dr. Chupacabras counting the steps on how to donate thats on the side of his blood donation mobile
IDEA
use a security camera screen shot of capturing Dr.Chupacabras entering the CBC building to start work
DIRECTION POST 3
IDEA
Dr. Chupacabras doing an introduction of himself in a conference room
IDEA
Dr. Chupacabras making notes at his desk that are based on research insight
WEBSITE
Introducing Dr. Chupacabras
WEB INFO PAGE
CBC WEBSITE
IDEA
Give Dr. Chupacabras his own page about his backstory and how he got to CBC
SOCIAL POST
Holidays
DIA DE LOS MUERTOS POST
( DAY OF THE DEAD )
IDEA
Dr. Chupacabras is connected through a cultural connection. We incorporated copy that connects him with día de los muertos
HALLOWEEN POST
IDEA
Dr. Chupacabras is one mythical creature in Latino culture. We brought other mythical creatures from latin America to come donate blood with him as well.