We used our experience as a paid social agency to create a paid campaign that would extend the reach and awareness of the campaign. The organic campaign had to encourage group activity, prompt social sharing and celebrate the fundraising efforts. Towards the end of the campaign, we highlighted those that took place, celebrated the amazing achievement and showcased how the money raised would help Cancer and Heart Disease societies.Īlthough we were dealing with life-affecting diseases it was key that the campaign inspires and evokes a fighting spirit. The challenge went live over May and June, the focus shifted to excite and energise the participants. We had to drive over 15,000 Challenge sign-ups during the registration period (April). It was key to build a strategy that evolved and developed over the course of the campaign. 27M have an association or awareness of Cancer charities while 2.5M have a similar association to Heart Disease. Looking at Facebook audience insights, there are over 150M people in the US who run, cycle or play sports. It was key to drive awareness for the event and get people motivated to watch the race and participate in the Breakaway Challenge. The Breakaway Challenge is also associated with the Amgen Tour of California bike race. It was key for the campaign to expand the audience across the owned social channels. The audience across Facebook, Twitter and Instagram was 55+, this audience is most aware of the issues of the diseases and the effect it has on loved ones. The donation would go to four Heart Disease charities and four Cancer charities based across the US.Īmgen’s Breakaway helped to build awareness for both Heart Disease and Cancer. Every person would contribute to the total and that 400,000-mile target would be turned into dollars. The fanbase was encouraged to walk, run or ride over 400K miles and log their progress. The Breakaway Challenge was set up to celebrate keeping active.
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