Scotties Power of 10
Scotties Tissues and the Canadian Breast Cancer Foundation celebrated their 10 year partnership with a powerful video that focuses on the support network of the individuals who suffer from breast cancer.
Scotties Tissues began its partnership with the Canadian Breast Cancer Foundation in 2005 by creating an inaugural ‘Hope Tribute Box’ to help raise awareness for the organization. The cause was an important one for the brand as the disease impacts so many consumers both directly and indirectly; the sad reality is that 1 in every 9 Canadian women will be diagnosed with breast cancer in their lifetime.
2014 marked Scotties 10th anniversary of partnership with the CBCF, so they wanted to do something special. Something that would continue to create meaningful connections with consumers, generate big awareness for the CBCF organization, and continue to help Scotties stand out amongst its competitors.
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Many brands activate their sponsorship through campaigns that directly focus on the individuals with the disease. But behind each one of these individuals is an entire network of friends, mothers, husbands and children that support and inspire them through their treatment and recovery. It’s these individuals that give hope, provide encouragement, and inspire the fight to beat the disease. We wanted to provide the forum for a few of these women to recognize their unsung heroes, to thank them for their support, and to demonstrate the kind of exponential power that this kind of support and gratitude can have when it is acknowledged, commemorated, and shared
The National campaign featured brand-inspired content in the form of a short documentary (3:40mins), and ten mini-documentaries (:30sec) that showcased the personal stories and thanks-yous of 10 women touched by breast cancer. Campaign elements included a custom Facebook application to host our content, robust FB content strategy supported through a targeted paid media strategy, $1 per video view donation overlay, and a downloadable coupon offer to drive purchase of the Hope Tribute boxes available in-stores. Additional awareness was driven through YouTube pre-roll and a digital ad buy on sites such as HELLO Magazine, Huffington Post and Chatelaine.
10 Years of Support, 10 Beautiful Stories, 10 Messages of Thanks. The Power of 10.
The results were truly inspiring. The 6-week campaign generated 87,905 total video views and 5,337,347 impressions, many of them being driven organically through sharing. We reached just under 1 million users on Facebook specifically, and generated an impressive 6.47% engaged user rate, 4X the CPG industry average.