PINK RIBBON by Pool for Cancerfonden

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PINK RIBBON

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Pool
Creative Director Jenny Aberg Huttner
Art Director Pj Lindqvist
Copywriter Maja Stenström, Stina Löving
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CANCERFONDEN
Product/Service: THE SWEDISH CANCER SOCIETY
Agency: POOL
Date of First Appearance: Oct 1 2010
Entrant Company: POOL, Stockholm, SWEDEN
Entry URL: http://samla.in/case/rosabandet/pink_ribbon
Art Director: Pj Lindqvist (Pool)
Project manager: Eva Inde (Pool)
Copywriter: Maja Stenström (Pool)
Copywriter: Stina Löving (Pool)
Developer: Janek Hellqvist (Pool)
Developer: Jens Hedqvist (Pool)
Creative Director: Jenny Åberg Hüttner (Pool)
Media placement: The Banner Generator - Internet - 1 October 2010
Media placement: Blog Event - IRL - 29 September 2010
Media placement: Pink Ribbon Twibbon On Facebook - Internet - 1 October 2010

Insights, Strategy & the Idea
The communication objective was to create digital awareness and generate income for the Pink Ribbon Campaign.

The campaign is internationally well-known, and the ribbons are universally recognized, but the campaign has never before been successful online in Sweden. The target audience is predominantly female, between ages 19-45.

In Sweden life online is about sharing stuff with friends, family and colleagues. And our idea was to use this phenomenon to increase awareness of CANCERFONDEN (the cancer charity) and the Pink Ribbon campaign. Because sharing is giving and giving is what we needed people to do, we created two solutions that allowed people to share online content while also directly generating revenue for CANCERFONDEN, allowing those users an opportunity to do good and look good at the same time.

Creative Execution
Every day people share millions of links within their networks of family members, friends and colleagues. What if this pervasive activity could be combined with a good deed or for a great cause? With this challenge in mind we created the Banner Generator, a URL-shortener that automatically generates a banner for the Pink Ribbon campaign on the linked webpage.

We also created a twibbon for your profile picture on Facebook and we charged one euro each. The success behind the twibbon was the social mechanism that we applied. You could only get the twibbon as a gift from a friend or if you bought one for a friend, which created a good viral and a public relations campaign. The campaign appeared in both the giver and the recipients Facebook feeds which exposed the campaign in a great way and excluded the investment in online media.


We also created a twibbon for your profile picture on Facebook and we charged one euro each. The success behind the twibbon was the social mechanism that we applied. You could only get the twibbon as a gift from a friend or if you bought one for a friend, which created a good viral and a public relations campaign. The campaign appeared in both the giver and the recipients Facebook feeds which exposed the campaign in a great way and excluded the investment in online media.

Results and Effectiveness
The result of the campaign was highly successful.
Almost 120,000 people in Sweden decorated their profile picture on Facebook with our Pink Ribbon twibbon. The twibbon itself generated over 60,000 euros directly for cancer research.
70,000 links were shared with the Banner Generator, while the innovative nature of the solution generated a flood of positive online and offline PR for both CANCERFONDEN and the Pink Ribbon campaign.
More than 3,000 blogs wrote about the campaign.

Overall the Banner Generator was an enormous success and on all available measures, the online campaign generated twice as much money as the year before.