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esttetttetetAs Breast Cancer Awareness Month kicked off on Tuesday, there was no shortage of brands devoting their creativity and expertise to charity. Brands from Astra-Zeneca to the NFL to Harley-Davidson have supported “Pinktober” with major initiatives. However, you would be hard-pressed to find one more innovative than Estee Lauder’s.

“Every year we have used a digital component to activate our customers from awareness into action,” says Heather Bergstein, Director, Corporate Digital Marketing & Media, The Estée Lauder Companies. “I think what we’ve done this year is impactful and will take this cause and campaign well beyond October.”

Citing “a ton” of spirit and coordination from the entire Estee Lauder organization, Bergstein says the October 1 launch of its Breast Cancer Awareness “Let’s Defeat Breast Cancer. We’re Stronger Together” campaign was met with consumer engagement that was above expectation. Cooperation from agency and content partners is on the way to producing 500 million digital impressions.

Three things make the Estee Lauder campaign different from other brands: It is truly global, intensely interactive, and as creative as the rest of the brand’s product marketing.

Those elements are achieved first by a micro-site that encourages global customers to share “Circles of Strength” to comment, share and rally around any action — large or small — to advance toward eradicating breast cancer. The second element (responsive design structure) of the site puts interactions front and center on the site as consumers from Italy, Greece, Germany and 67 other countries post content on the site. The third element is that post-October momentum that Estee Lauder plans to give the initiative. Visitors are encouraged to create their “Circles of Strength” by tagging their Facebook friends and declaring a common goal, such as agreeing to make healthy lifestyle changes, committing to scheduling a mammogram if 40 and older, sharing meaningful stories and/or donating to The Breast Cancer Research Foundation. A “Circle” can also be shared through multiple social networks and participants are encouraged to use the hashtag #BCAstrength. Throughout the year, “Circles of Strength” activity will be supported by The BCA Campaign’s Facebook , Twitter and Instagram , many of The Estee Lauder Companies’ brand websites, as well as global digital media.

The campaign also has a viral video component. The “We’re Stronger Together” video follows three inspiring breast cancer survivors and chronicles their journeys. The video demonstrates their stories of strength and aims to encourage people to take action against the disease.

Breast Cancer research has been a foundation for the company for more than 20 years. It was launched by the late Evelyn H. Lauder, co-creator of the Pink Ribbon and founder of The Breast Cancer Research Foundation. It has raised more than $48 million for the cause and this year is aiming to raise $5 million to support breast cancer research, education and medical services globally. Digital media and marketing will drive the campaign. Early detection and breast health globally will be delivered through educational brochures, BCAcampaign.com as well as Facebook.com/BCAcampaign, Twitter: @BCAcampaign and Instagram: @BCAcampaign, and by distributing millions of Pink Ribbons at Estee Lauder Companies’ brand counters worldwide.

 

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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