What is the best way to identify the most suitable concept for a communications and marketing campaign? Just try something and see what happens. This is probably the easiest way to be able to know for a fact which is the best approach, what are the best channels and how the measures have to look like to fulfill our task – namely, to raise awareness on organ and tissue donation among young adults in Finland.
It’s testing time!
Since we have put the main emphasis of our later campaign on social media channels we are trying out different Facebook Ads on organ and tissue donation which are directed specifically to our target group. The one with the most clicks might show the best approach to get in touch with our target group. In addition, when users have clicked on the ad to get more information on the topic they also have the possibility to sign up for the organ donation card. The amount of registrations according to the respective Facebook Ad makes clear which approach also leads to taking action. So which Ad do you like the most?
Next to our social media activities we have also tested offline activities at university. Therefore, we used the Demola Testing Afternoon where all teams presented their projects at the Tampere University of Technology. At our booth students had the opportunity to get information about organ and tissue donation in Finland as well as the donation card itself and much more: After an hour we have started offering coffee and cookies to see whether this is an incentive to look into the matter of organ and tissue donation and – surprise, surprise, it worked! On top of that we have asked people to take part in our photo challenge on Instagram where they had to post a photo of themselves holding the organ donation card. But: We figured out that this has been a step to far since people first wanted to think about the topic seriously before posting a photo on social media. So for further events we know now: Offer coffee and cookies, answer questions and don’t ask too much from visitors.
Also part of the project: Testing one’s patience
What do you learn when you have to create posters for the testing afternoon but don’t have any knowledge using Photoshop? You have to admit that it can be the greatest tool if you’re able to work with it but your biggest enemy if you’re a clueless novice. Designing the poster for our booth and for announcing the Instagram challenge has been one of the biggest challenges so far but here is what you learn: Even we have a love-hate-relationship to Photoshop now, you can do it if you want it! After hours of trial and error we have created these beautiful posters:
This just has been testing part 1. We are looking forward to tell you about our further testing experiences. To keep up-to-date also follow us on Facebook: https://www.facebook.com/Live-Life-Give-Life-2017-334445110290831/