Driving Awareness for Anthony Nolan
Guild Studios were briefed to help Anthony Nolan execute an awareness campaign to publicise their need for donor men aged 16-24.
The aim was to create engaging content that would successfully drive awareness of stem cell transplants amongst young British men. The core objective was to encourage young male volunteers to take part in vital research programmes.
Insight from Anthony Nolan showed that men don’t typically want to volunteer themselves for stem cell research and so we need to create an activation that would bring people out of their comfort zones. In order to reach young males we executed a small gaming content campaign that wrapped up with an event at our Sky Guild Gaming Centre HQ.
The Activity
The ‘stepping out of your comfort zone’ idea was brought to life with gamers playing games they were not usually accustomed to; a FIFA player playing Fortnite, and a Valorant player playing Rocket League.
The Anthony Nolan project deliverables included:
3 x 5-6 minute episodes
1 dedicated filming day
1 live-streamed event – produced by Guild
Full graphic suite production
½ day hire of our Sky Guild Gaming Centre
Access to 6 x Guild talent
6 Guild Social posts
1 Social post per talent
The Results
Highlights included:
Over 4.1M impressions across the campaign
Over 3.8M video views across the campaign
Successful event livestream with over 104K video views and 199K impressions
Organic engagement from Guild talent with over 1M impressions just from talent alone
Press coverage for announcement including key esports publishers Esports News UK and European Gaming.
Guild over-delivered on the volume of social posts and the project saw extremely strong performance across TikTok with a total of 3.6M + impressions from only 5 posts.
