COVID Rescue Team Influencer Campaign

Celebrity Influence Campaign for Lifesaving COVID Plasma Donations

In the thick of the COVID-19 crisis, KIMBA Group partnered with Vitalant, the largest nonprofit blood bank in the U.S., to launch a national celebrity-driven campaign urging Americans to donate plasma and blood.

Celebrity participants included Jennifer Aniston, Cameron Diaz, Mark Wahlberg, Kristen Bell, Elizabeth Banks, Alyssa Milano, George Lopez, Jonah Hill, and Ellen Pompeo, among others, each sharing customized messaging across Instagram to drive appointment bookings and boost awareness.

At the time, just one plasma donation had the potential to help save up to four COVID patients’ lives—but awareness was low, and urgency was critical. We designed a social-first activation, leveraging the collective reach of cultural figures to amplify the message where people were already watching.

Celebrity participants included Jennifer Aniston, Cameron Diaz, Mark Wahlberg, Kristen Bell, Elizabeth Banks, Alyssa Milano, George Lopez, Jonah Hill, and Ellen Pompeo, among others—each sharing customized messaging across Instagram to drive appointment bookings and boost awareness.

The campaign launched during one of the most chaotic news cycles in modern history—within 72 hours of the Capitol Insurrection and U.S. presidential inauguration. Still, it managed to cut through the noise, reaching over 208 million cumulative Instagram followers with a clear, urgent call to action.

This was more than a PSA: it was a life-saving intervention delivered at scale.