Evaluation Of Be The Match “Be the Guy” Campaign

The main idea of this commercial

The brand, Be the Match, created the campaign, “Be the Guy” to show millennial men that becoming a bone marrow donor is easy and non-time consuming. They created small clips to allow their target audience to understand that this surgery can fit into their everyday life and schedule. With humor, it also proves that anyone can be a bone marrow donor as long as you are a match. This commercial is short and sweet and is made to entice curiosity while spreading brand awareness.

Business problem

The brand would like to recruit more males between the ages of 18 to 24-years-old. They have to make this new audience aware of their company and help them understand what bone marrow transplantation is and why it is important for their patients.

Strategy to address the business problem

The brand addresses their business problem with a new approach, shifting from patients to donors. The brand uses self-motivation and self-affirmation as their focus. This insight inspired the brand’s creative approach, placing potential male donors at the center of their campaign. Be The Match placed their advertisement on Snapchat, Reddit, Twitch, and Nitro Circus. They did this to effectively drive brand awareness, reaching their audience on platforms they use. With each campaign, the brand planned their audience’s journey, from awareness to education to registration. This ensured that people were aware of the process before clicking to register and be fully committed to becoming a donor. Through, with this approach, they increased the targeted demographic by more than 50% and registered thousands of new donors.

What does the brand stand for?

Be The Match stands for saving lives, providing support throughout the transplant process. The brand has a serious voice, ensuring their audience that their patients are counting on them. They are inspired to reach a large audience and so far, they have done this by sharing personal stories about their patients. Be the Match goals are to help as many patients as they can.

Is this communication in keeping with consumer expectations for the brand?

No, I think that the brand went in a different direction with this campaign. Brands alike continue to focus on empathy and primarily on the patient instead of the donor. However, with this advertisement the brand focuses on the simplicity and importance of the donor’s role. They use humor to attract their target audience. Humor normally isn’t used within these organizations, but it did make a positive impact overall.