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Thursday, June 10, 2021    10:45 am–11:30 am PT

The Robin Roberts Affect: How We Created a Unique Life-Saving Influencer Activation

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The Be The Match team had just wrapped up featuring a patient searching for his life-saving match on Good Morning America and were filming staff swabbing to join the registry when Robin Roberts walks by. Learn how that moment produced an unexpected influencer activation driving over 10,000 potential donors to the registry in 2020! 

In this session, you will learn:

  • How to create an authentic influencer campaign
  • Why we broke away from the 15 – 30 second recommended ad length and why it worked
  • Remarketing tactics
  • How we leveraged the success of this campaign to rethink future paid media activations


Ryan Peña
Paid Media and Social Media Supervisor
Be The Match

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