#Pinkypromiss
2021 Finalist

#Pinkypromiss

24sata

Zagreb, Croatia

Category Native Advertising

Overview of this campaign

Our mission was to raise awareness about breast cancer and the importance of regular self-examination and the best way for us to do it was to go digital and put a big focus on engaging content. Breast cancer is the most common type of cancer among women and that self—examination can save their lives. We asked ourselves – why a lot of women detect it when it's too late? The answer is postponing self-examination and fear of finding something.

Research has shown that female friendship is the most important thing in a millennial’s life. When feeling afraid or in case they need extra „push“ on the way to overcoming challenges, women need support from their girlfriends. That insight has been a lever for a permanent change of mindset and behavior when it comes to self-examination. We asked them to make a promise and do it for girlfriends if they don’t want to for themselves.

Guided by a phrase that every habit is formed by the repetition, we invited women to make a #Pinkypromiss pledge. Two girlfriends promising to give each other support in fighting breast cancer. 

The core target audience were millennials who are digital and social first. They enjoy spending their time on social media and the symbolism of the pink ribbon is well known to them as being engaged in society.

Aware of the fact that millennials love digital we partnered with the association „You Are Not Alone“ and based the #Pinkypromiss on digital and social channels. Our partner on this journey was miss7 – a media brand positioned as the „best friend“ for women so we put a big focus on the content to send the right message.

The content was our ally in overcoming the budget constraint. We have created eye-catching content that has gone beyond our campaign platform and made users the project participants. All other associations across the country and numerous influencers stood by the campaign and brought significant free publicity.

Our mission was to raise awareness about breast cancer and the importance of regular self-examination and the best way for us to do it was to go digital and put a big focus on engaging content. Breast cancer is the most common type of cancer among women and that self—examination can save their lives. We asked ourselves – why a lot of women detect it when it's too late? The answer is postponing self-examination and fear of finding something.

Research has shown that female friendship is the most important thing in a millennial’s life. When feeling afraid or in case they need extra „push“ on the way to overcoming challenges, women need support from their girlfriends. That insight has been a lever for a permanent change of mindset and behavior when it comes to self-examination. We asked them to make a promise and do it for girlfriends if they don’t want to for themselves.

Guided by a phrase that every habit is formed by the repetition, we invited women to make a #Pinkypromiss pledge. Two girlfriends promising to give each other support in fighting breast cancer. 

The core target audience were millennials who are digital and social first. They enjoy spending their time on social media and the symbolism of the pink ribbon is well known to them as being engaged in society.

Aware of the fact that millennials love digital we partnered with the association „You Are Not Alone“ and based the #Pinkypromiss on digital and social channels. Our partner on this journey was miss7 – a media brand positioned as the „best friend“ for women so we put a big focus on the content to send the right message.

The content was our ally in overcoming the budget constraint. We created eye-catching content and gone beyond our campaign platform and making users the project participants. All other associations across the country and numerous influencers stood by the campaign and brought significant free publicity.


Results for this campaign

The entire content was anchored in digital and distributed on all miss7 digital channels: website, Instagram, Facebook, Youtube, and supported by the display. Everything was finally anchored on the campaign microsite. #Pinkypromiss enables girlfriends to set up a personalized motivational email reminder that encourages them to self-check every month. In addition to these reminders, they can find instructions on how to do regular self-check-ins, useful health advice, and support contacts.

Ida Prester, a popular Croatian presenter, and musician boosted the audience’s engagement and participation by publishing content at the beginning of the campaign and giving it a big kick-off. Since we had a mission that could potentially save lives in our hands, every touchpoint was used to imprint this important message and that's why we reached outside of our media. A press conference was organized and all major media representatives were invited. We created an interactive relationship by inviting readers to our microsite so they can make a pinky promise with their friend.

The focus was on the most popular social media platforms among them which served as an extension of their friendship thanks to many different ways for engagement.

The word about the campaign was spread by the largest news portals and TV houses in Croatia, which created free media space matching an amount of around one million kunas. To drive virality, we went beyond our campaign platform by including associations and regional influencers and bringing together key stakeholders in Croatia involved in raising awareness. 

Targets for the 12 months of the campaign were exceeded in 3 months.

Results:
300,000+ microsite views (200.000 more than estimated)
241,000+ article views (141.000 more than estimated)
600+ subscriptions for reminder emails (300 more than estimated)
190,000+ educational video views

Of all these results, this one is our favorite: thanks to the #Pinkypromiss, 5 women have detected breast cancer at an early stage and have been provided with the opportunity for recovery.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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