Pink Ribbon: DONATE 1/8

Credits & Description:

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: STICHTING PINK RIBBON
Product/Service: PINK RIBBON
Agency: DDB AMSTERDAM
Creative Director: Sanne Braam (DDB Amsterdam)
Creative Director: Sikko Gerkema (DDB Amsterdam)
Creative Director: Olaf Van Der Geld (Tribal DDB Amsterdam)
Creative Director: Björn Diemer (Tribal DDB Amsterdam)
Art Director: Yona Hümmels (DDB Amsterdam)
Copywriter: Stef Jongenelen (DDB Amsterdam)
Agency Producer: Nikki Haighton (DDB Amsterdam)
Account Manager: Iris Minnema (DDB Amsterdam)
Designer: Joris Blomjous (DDB Amsterdam)
Designer: Raphaël Bartels (Raphaël Bartels)
Head Of Art: Mike Hambleton (Tribal DDB Amsterdam)
Junior Designer: Jenny Johannesson (Tribal DDB Amsterdam)
Interaction Designer: Leon Van Hoof (Tribal DDB Amsterdam)
Music Company: Massive Music (Massive Music Amsterdam)
Sound Design: The Ambassadors Sound (The Ambassadors Sound)
Web Developer: Media Monks (Media Monks)
Project Manager: Steven Beukers (Tribal DDB Amsterdam)
Media placement: Online - Website - C.a. 27 September 2011
Media placement: Online - Page Take-Over/banner - C.a. 27 September 2011
Media placement: Online - Internetfilm/seeding Video - C.a. 27 September 2011
Media placement: Online - Facebook/twitter Sharing - C.a. 27 September 2011
Media placement: Print - Magazine / Newspaper - C.a. 27 September 2011
Media placement: Live Event - PR - C.a. 27 September 2011
Media placement: TV/Cinema Commercial - Cinema - C.a. 27 September 2011
Describe the objective of the promotion.
Breast cancer is the most prevalent form of cancer in the Netherlands. 1 in 8 women will get it. But still, people gravely underestimate the chance of getting breast cancer. Pink Ribbon asked us to find a way to change this. Our insight was to turn this rather negative message into a positive one that people could spread themselves by creating a new communication mechanism called: Donate 1/8. This way, people would not only help the Pink Ribbon foundation, but by doing so they would automatically spread the 1 in 8 message to as many people as possible.
Describe how the promotion developed from concept to implementation.
From 18 October through 18 November Pink Ribbon asked everyone in the Netherlands to donate 1/8 of their time, talent or revenue in the battle against breast cancer. People could create their Donate 1/8 project online and share it very easily. Both online (via social media, banners and a page take-over) and offline (by printing out their own personalised posters). This way every Donate 1/8 project became a mini-campaign in itself that spread the 1/8 message to as many people as possible.
Explain why the method of promotion was most relevant to the product or service.
By activating people to start a Donate 1/8 project they not only supported the Pink Ribbon foundation, but they also voluntarily spread the 1 in 8 message to as many people as they could.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 200 projects were started. That might not seem like much. But because everyone started to promote their own project, the message quickly spread. With zero media spend. Like the 7 bakeries with an average of 3,000 visitors/month, reaching 21,000 people. The 51 interior stylists with an average of 1,000 site visits/month, reaching 51,000 people. The 56 web shops with 8,000 visitors/month, reaching 448,000 people. The famous Dutch restaurant Ron Blaauw that got the attention of 3 big newspapers thus reaching over 2m people. And the projects of the celebrities who used social media to reach thousands of their fans.