Ford Promo, Case study FIGHTING BREAST CANCER WITH THE POWER OF STORYTELLING by Euro Rscg New York

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FIGHTING BREAST CANCER WITH THE POWER OF STORYTELLING

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Industry Cars
Media Promo & PR, Case study
Market United States
Agency Euro Rscg New York
Released May 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: FORD MOTOR COMPANY
Product/Service: FORD WARRIORS IN PINK
Agency: EURO RSCG WORLDWIDE PR
President (North America): Lisa Rosenberg (Euro RSCG Worldwide PR)
Senior Vice President: Beth Kitzinger (Euro RSCG Worldwide PR)
Vice President: Colleen Cleary (Euro RSCG Worldwide PR)
Account Executive: Jaclyn Gold (Euro RSCG Worldwide PR)
Media placement: Mother's Day Pitching - USAToday, NJ.com - May 2012
Media placement: Mothers Day Co-Op SMT - - May 2012
Media placement: Long-Lead Press Event - - June 2012
Media placement: Breast Cancer Awareness Month Product Pitch To Long And Short Leads - Today Show, E!, Rachael Ray, Self, Oprah Magazine, Ladies Home Journal, Woman's Day, Star Etc. - June - Oct 2012
Media placement: 2 Breast Cancer Awareness Month Co-Op SMT's - - October 2012
Media placement: Jennifer Aniston Release - Just Jared, Fab Sugar, Teen Vogue, InStyle, US Weekly Etc. - September-October 2012
Media placement: Hoilday Gift Guide Products - Ladies Home Journal, IVillage - October-December 2012

Summary of the Campaign

Challenge:
Breaking through a packed pink space for Ford’s Warriors in Pink breast cancer awareness and product-sales efforts. (All net proceeds go to Susan G. Komen.)

Objectives:
• Increase awareness and differentiate from competitors by highlighting triumphs;
• Drive traffic to fordcares.com ;
• Showcase Warriors in Pink’s year-round commitment;
• Grow visibility and apparel sales.

Strategy:
We found that stories of strong people who survived breast cancer inspire those fighting, so we created the Warriors profiles. Because of Ford’s stylish Warriors in Pink products, we developed our strategy around 2 words: 'Courageous Style'.

Execution:
We pitched stories by journalist-activist Lee Woodruff and wrapped the product story tightly in the Ford name (which inspires American pride) and the unique net-proceeds benefit. We executed 2 editor events and placed the brand’s cause story in entertainment media outlets because of celebrity supporters like Jennifer Aniston.

Outcome:
In 8 months, we told courageous survivor stories to diverse audiences, from O and USA Today, to Today and iVillage (for 67m impressions). Plus, we turned a Rachael Ray pitch into an exclusive unpaid product integration segment overflowing with key messages. Our efforts contributed to Warriors in Pink’s biggest October ever: $560,000 raised for Susan G. Komen for the Cure.

The Situation

We knew we were in for an uphill battle when Ford’s Warriors in Pink breast cancer marketing effort hired us as its AOR to break through a seriously packed pink space. We needed to raise awareness about its initiative, including products whose net proceeds go to Susan G. Komen. But we were ready. After all, our challenge was nothing like the battle that people fighting breast cancer face. We discovered that when they’re in the middle of that war, they’re inspired by the stories of other strong people who have fought the same fight. So we created the Warriors profiles.

The Goal
To reach our broad target audience (anyone whose life has been touched by breast cancer), we focused on these objectives:

• Increase awareness — and differentiate from our competitors — by highlighting the courageous style and triumphs of those who have battled breast cancer;
•Drive traffic to fordcares.com;
• Extend beyond Breast Cancer Awareness Month and showcase Warriors in Pink’s commitment year-round;
• Grow visibility and apparel sales.

We learned about breast cancer stats, research, treatments, other brands’ efforts, fashion’s connection, even 'pinkwashing'. We added our trendspotting expertise about gender, social media, fashion and CSR. We looked in-depth at consumers, the category and Ford’s brand.

The Strategy
We concluded that there was room for another voice to become the go-to source for tales women could trust, so storytelling became our mantra. Because of Ford’s stylish Warriors in Pink clothes and accessories, we developed our strategy around these 2 words: 'Courageous Style'. Through it, we wanted to recognise and celebrate the warrior in every woman, forge a unique path in the fight against breast cancer and create an authentic narrative for the disease.

Execution
Our storytelling centred on enlisting journalist-activist, Lee Woodruff, to write survivor profiles and introduce the Ford story into new conversations, then our agency pitched her stories nationwide. We wrapped the product story tightly in the Ford name (which inspires American pride and loyalty) and the unique benefit that all net proceeds from products go to fight breast cancer. As part of our aggressive, layered media outreach, our agency executed 2 editor events: a June preview, timed to coincide with October (Breast Cancer Awareness Month) issue planning; and an invitation to the premiere of Five with Jennifer Aniston, who directed a portion of this movie about lives affected by cancer. We also used an Aniston-designed Warriors in Pink T-shirt to help place the brand’s cause story in entertainment and celebrity media outlets.

Our program, executed according to plan, ran in the United States from May through October 2011.

Documented Results
In our first 8 months (for $350,000), we told courageous survivor stories to diverse audiences through O, USA Today, Parents, Today, iVillage, Self.com, Glam.com, The Dallas Morning News, NJ.com and more (for 67m impressions). We even got Robin Roberts to wear a Warriors T-shirt on GMA after her cover story by Lee Woodruff debuted in Ladies’ Home Journal.

Plus, we couldn’t have wrapped the product story tighter in Ford’s name than we did with the company’s gift of a new Focus to a Rachael Ray viewer who was battling breast cancer. Our agency turned our pitch into an exclusive full-scale, unpaid product integration segment — and human-interest tear-jerker. We worked with producers to deliver key messages and even gave a Warriors scarf to all audience members.

Our efforts contributed to Warriors in Pink’s biggest October ever: Through product sales, $560,000 was raised for Susan G. Komen for the Cure.