SCENARIO
A leading Canadian production team engaged Magnify Digital to promote Transplant Stories, a four-part documentary series that captures the emotional journeys of organ-transplant patients, donors, and healthcare professionals. The campaign aimed to drive national awareness of organ donation, deepen audience engagement, and grow viewership across Canada, particularly beyond British Columbia.
Solution
Magnify Digital developed and executed a strategic, multi-channel campaign to support Transplant Stories, a four-part documentary series exploring the emotional journeys of organ transplant recipients, donors, and medical professionals. The campaign aimed to increase national awareness, build trust, and foster meaningful audience engagement beyond British Columbia.
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The integrated approach included website development, organic and paid media strategies, influencer storytelling, and strategic healthcare partnerships. Content was distributed across Instagram, Facebook, TikTok, YouTube Shorts, X (formerly Twitter), and Google.
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Magnify launched a dedicated Transplant Stories website to serve as an interactive hub for viewers. The site provided a clean, modern interface that encouraged exploration of series content, featured resources, and donor registration tools. Traffic data revealed deep engagement, with visitors navigating across multiple pages and spending extended time on the site.
To amplify emotional impact, the campaign centred on powerful short-form videos, behind-the-scenes moments with healthcare professionals, and shareable quotes drawn from the series. Organic social media posts were aligned with key calendar events, including National Organ and Tissue Donation Awareness Week and Green Shirt Day, ensuring maximum visibility and cultural relevance.
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A national paid media strategy was rolled out across Meta platforms, TikTok, YouTube Shorts, Google, and X. Co-branded content with the broadcaster reinforced campaign messaging and visual identity, enhancing audience trust and recognition.
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Three mission-aligned influencers, including a transplant recipient and a living donor ER nurse, brought real-life context to the campaign. Their stories humanized the subject matter, drove high engagement, and attracted new audiences to the series.
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Ongoing weekly meetings with healthcare partners and content teams ensured seamless collaboration and fast approvals. Social media content was reviewed and refined collaboratively using Notion, streamlining production workflows and maintaining quality control.
Results
The Transplant Stories campaign successfully delivered on all core KPIs. Paid and organic strategies extended the reach of the series far beyond BC, with notable traction in Ontario, Alberta, and Quebec. Influencer content generated above-average engagement rates, and video assets consistently outperformed platform benchmarks on completion rate, CTR, and CPC.
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The website attracted thousands of new visitors and emerged as a valuable educational touchpoint. Emotional storytelling and strong healthcare partnerships positioned Transplant Stories as a trusted, human-centred series that sparked conversation and inspired action.
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Magnify Digital’s campaign demonstrated the power of integrated strategy, authentic storytelling, and cross-sector collaboration in moving audiences—and making a measurable impact on a national scale.