A multi-market campaign to support women through breast cancer

Transcription

1 A multi-market campaign to support women through breast cancer

2 The Challenge

3 The Challenge Celebrating 40 years of innovation and success, Amoena initially asked Crowd to create an interactive tool to showcase their impressive brand journey, as well as a sales instrument to demonstrate their products and services. These communication assets needed to work in multiple locations, as well as be in the languages of the varied customer base. Amoena is a global leader in supporting women experiencing breast cancer, combining technology with supreme comfort to offer an extensive range of mastectomy bras, swimwear and breast symmetry products that address the needs of every woman. As we began to explore the full brand story, we believed there was a bigger opportunity to launch a new platform to enable Amoena to be much bigger than a retailer brand. In addition to supporting women s specific clothing requirements at each stage of this journey, Amoena uses its expertise to educate people about every stage of this process - from diagnosis to treatment and recovery care.

4 The Idea

5 The Idea Amoena has a clear mission to support women through breast cancer and help them to regain confidence after treatment. We created and launched the brand proposition Supporting Confidence to bring that mission to life. DIAGNOSIS TREATMENT RECOVERY LIVING Crowd created internal communication assets, brand videos and a campaign microsite, called The Day I Was Told, featuring the stories of real women that had been through a breast cancer diagnosis and treatment journey.

6 Test-No. D FI Hohenstein The Idea The launch of #SupportingConfidence started with us producing an internal brand video with Amoena CEO, Lene Ploug Bülow, describing what supporting confidence means to the business. Crowd created the internal assets to educate everyone at Amoena about the proposition and get everyone on board with what we wanted to achieve. Planning the consumer campaign, we knew that every woman has a different story to tell about their breast cancer journey, from telling loved ones to the unexpected challenges during and post treatment. Rather than coming from Amoena itself, our campaign unlocked these unique and powerful stories to better support women at the early stages of their own journey. Founded on a vision to support women after breast cancer, Amoena is committed to provide innovative solutions to support female confidence. We focus on what we believe are the biggest challenges today to support breast-operated women. DID YOU KNOW? 1 in 8 women will be diagnosed with breast cancer in her lifetime Environmental issues are of high and increasing concern to people 1 SOLUTIONS FOR EVERY NEED, OCCASION AND SHAPE Supporting Confidence Whether it s going to work, taking part in a sport or for an intimate moment, whatever the occasion, we support women s needs to help them feel confident in everything they do. Our portfolio offers solutions to fit every shape and style: We provide high-quality products based on the highest standards, and all our materials are OEKO-TEX certified. Survival rates have increased by 30% since 1975 and women look forward to a long and active life 2 Our portfolio offers a range of basic and fashion-forward solutions for every occasion: Everyday Seduction Leisure Active Swimwear References

7 The Idea We identified and recruited four women from Amoena s key global markets to take part - the UK, USA, Germany and France. We conducted in depth interviews with each of the women to understand and capture their stories, and created a series of videos for each market. The videos were housed on a microsite, called The Day I Was Told. The microsite was designed and built in a continuously scrolling exploratory format taking the viewer through each stage of the journey from diagnosis, treatment, recovery and life post-recovery. It was localised for each of the key markets. Our testimonial videos were supported with informative and supportive content from Amoena, and linked back to the main brand site.

8 The Idea To launch this campaign and drive people to our microsites, we managed a multi-market social media campaign, using short clips from our video interviews to invite people to find out more on the website. In each market, we ran several different creatives to test and learn which drove the highest engagement with our audience.

9 The Results

10 The Results The launch campaign ran in the UK, USA, Germany and France. In the first month, we achieved over 4 million Facebook impressions (5x the forecasted number) and 1.1 million video views. 4 MILLION FACEBOOK IMPRESSIONS 1.1 MILLION VIDEO VIEWS 1.2 MILLION ENGAGEMENTS In total, our campaign drove 1.2 million engagements from our target audience and 30,000 people to the microsite to explore the stories and content further. For the launch budget, we achieved 3x the expected click-throughs across all 4 markets.

11 A global agency making a world of difference Crowd, UK Bournemouth T: +44 (0) London T: +44 (0) Crowd, USA New York T: +1 (885) San Francisco T: +1 (885) Crowd, CHN Beijing T: Chengdu T: Hangzhou City T: Shenzhen T: Xi an City T: Crowd, NL Amsterdam T: +31 (0) Crowd, CA Toronto T: +1 (647) Crowd, UAE Dubai T: +971 (0)