Case Study: The Largest Fanbase in the World—For Science

Objective: Acquire new donors to support research for a melanoma cancer vaccine

Services: Creative strategy, digital campaign, performance ads, fundraising

Fundación Sales has spent decades supporting scientific research in Argentina, including the development of a vaccine against melanoma cancer. Until this initiative, their campaigns were produced in-house, with a traditional approach focused on scientific achievements and the work of researchers. Although they had a solid investment-recovery strategy, the average payback period was 16.5 months.

We proposed a radically different approach: transforming donors into a passionate fanbase—just like supporters who stand behind their football team through every triumph and every setback. That’s how “the largest fanbase in the world for science” was born: a campaign built on emotion, collective commitment, and the pride of belonging to something bigger.

We reframed the entire communication strategy around this metaphor, redesigned key messages, created special appeals for existing donors, and launched a digital advertising campaign using this new narrative and tone.

The impact was unmistakable: we shortened the investment payback period to 10.7 months, while significantly boosting acquisition and engagement.

When ideas touch emotions, results follow.