Scotties Launches Power of 10
Power of 10 Social Media Campaign
FUSE and Kruger’s first partnership into the world of brand inspired video content celebrates Scotties®’ 10th anniversary of supporting CBCF during Breast Cancer Awareness Month
Toronto, ON. FUSE Marketing Group (www.fusemg.com) — a Toronto-based, privately held integrated marketing agency that offers a full range of marketing, digital, social media, promotion, direct and experiential services — in collaboration with Scotties®’, Canada’s #1 Facial Tissue, are launching The Power of 10 Campaign to distribute brand-inspired video content through social media to mark the brand’s 10th anniversary supporting the Canadian Breast Cancer Foundation (CBCF).
To commemorate the milestone anniversary, FUSE has developed The Power of 10 Campaign timed for Breast Cancer Awareness Month. The English/French campaign features brand-inspired content in the form of a four-minute documentary and ten thirty-second mini-documentaries that showcase the personal stories of a group of women touched by breast cancer. Media elements of the campaign include a Scotties Facebook page, YouTube channel, #ScottiesPowerof10, online advertising and public relations support. Scotties’ 10-year campaign is also integrated with print and out of home advertising created by John St.
In her own words
The four-minute video features a group of Canadian women who have each experienced breast cancer. The video relays each woman’s starkly honest story of the struggle with the disease, the support she received from her friends and family and the impact it had on her recovery. The videos, with a series of thirty-second mini-documentaries (one for each woman) are housed on Scotties’ Facebook page and a branded YouTube Channel. Each video viewing will generate a $1 donation to raise up to an additional $10,000 for the Canadian Breast Cancer Foundation. In addition, FUSE has created a downloadable Scotties pop-up coupon.
Campaign strategy and creative were developed by FUSE, with video production by Revolver Films and director Ante Kovac, edited by Daniel Bochenski at School, post was handled by Notch Video and online media buy by Maxus Canada.
“The Scotties team and Kruger Products are incredibly proud of the 10 years we’ve been actively supporting the Canadian Breast Cancer Foundation. We are thrilled to be one of the Foundation’s top five national corporate partners and to launch these Scotties-inspired videos as a tribute to our shared vision of creating a future without breast cancer. The team at FUSE did a wonderful job bringing the emotion of the breast cancer journey to the forefront in such a humanistic and warm approach.”
- Nancy Marcus, Corporate Vice-President Marketing, Kruger Products L.P.
“Canadian Breast Cancer Foundation is grateful to Scotties Tissue, their staff and customers for their passion and commitment to a future without breast cancer". Funds raised through their support enable CBCF to continue to fund relevant, innovative research and support and advocate for the breast cancer community.”
- Sandra Palmaro, CEO, Canadian Breast Cancer Foundation.
The art of brand-inspired content
The novel initiative harnessed FUSE’s depth and experience in developing comprehensive, ownable, branded, and brand-inspired online content. The video engages viewers with unique, relevant and insightful content that adds impact and dimension to Scotties’ traditional advertising initiative and simultaneously greatly extends its reach for the ground-breaking initiative. The campaign launched September 22 and runs six weeks throughout October.
“We create original brand inspired content for a number of our clients, but this one was special. Not only was it a first for the brand but it delivers Scotties’ commitment to this important cause in a very tangible and empathetic fashion. The campaign involved our heartfelt passion for the cause as it gives women affected by breast cancer a chance to share their stories and thank the people who supported them. The result underscores the raw emotions associated with the disease. It’s a moving and inspiring piece.”
-Patrick Weir, Vice-President Creative, FUSE.
ABOUT THE CANADIAN BREAST CANCER FOUNDATION
Canadian Breast Cancer Foundation is the leading community-driven organization in Canada dedicated to creating a future without breast cancer. Its investments in innovative and relevant research and education have led to progress in breast cancer prevention, diagnosis, treatment and care. Since 1986, it has been at the forefront of a nationwide movement supporting and advocating for the breast cancer community. Visit cbcf.org to learn more.