‘Todos Tenemos Un Tipo’ Campaign Launch
NMDP
NMDP had never launched outside the United States. Mexico was the first. The market came with real barriers: deep cultural reluctance around donation, low institutional trust, and limited awareness of blood diseases and transplantation. A translation of the US strategy was not going to work.
Campaign Development
Non-Profit
International
Market Entry
The Strategy
WWe built a Mexico-specific integrated launch strategy from the ground up, rooted in local consumer research and designed to meet Mexicans where they were culturally. The campaign, "Todos Tenemos Un Tipo" (Everyone Has a Type), used emotional storytelling and community-level engagement to build trust and drive registration across a market NMDP had never operated in before.
The Execution
- Onboarding in Mexico City with creative agency to establish campaign foundation
- "Todos Tenemos Un Tipo" creative direction developed
- New website (bethematch.org.mx) built and launched
- Live registration drives executed across Mexico City and Guadalajara
- PR strategy developed including spokesperson media training, 1:1 journalist interviews, and editorial content
- Influencer and digital marketing strategy developed across social
- Strategic alliances pursued with universities, hospitals, NGOs, and corporations
- Lead nurturing email program designed for donor prospects
The Results
1st
International market sucessfully launched for NMDP
10K+
New donor registrations within year one of program launch.
Fully Integrated
Marketing infrastructure built from ground up for Mexican market.
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