In addition to the radical and livestream, the campaign was conducted via the mobile site and apps of NU.nl. A news item about donor recruitment was constantly shown on these and a campaign for jaofnee.nl ran between the banners. According to Roderick Martens, manager NU.nl at Sanoma Media, it was a logical choice to use these channels: “The number of visitors via mobile has increased enormously. Two years ago, only 1% of NU.nl visitors visited the site via mobile, that figure has recently increased to 47%. That is more than 200 million unique page views per month.” It is expected that the percentage of mobile visitors will exceed the number of desktop visitors this year.
Banner on the NU.nl iPhone app
Social media
Within no time, #donorweek and #yesorno were trending topics on Twitter, which denmark phone number list ensured that 450,000 people were reached via Twitter. The origin of these trending topics started with the celebrities, who sent tweets and asked colleagues to send or retweet tweets. Many other Twitter users then repeated this. In addition, after registration, jaofnee.nl automatically offered the option to invite friends via Facebook and Twitter to register. Facebook even offered the option to personalize the image that was placed with the message. Both options were used a lot.
All in all, the kick-off of Donor Week 2011 was a successful campaign with an efficient deployment of influential people and channels. In addition to the 7,000 registrations on Monday, the kick-off probably had a positive influence on the total number of new donor registrations during Donor Week. This number has increased to almost 30,000. A wonderful number, especially when you know that the waiting time for a kidney is on average 4.5 years and that 140 people died last year because they did not receive a donor organ in time.