Impressive promotion highlights message of Pink Ribbon campaign
CLIENT
YEAR
SCOPE
Roosa nauha
2019-
Influencers
Events
The aim of the Pink Ribbon campaign is to share a powerful message about cancer with the widest possible audience. The campaign is implemented in many different ways and widely across different media, and it is further developed each year with the help of the selected celebrity designer and through interesting new collaborations.
For example, as one activation of the campaign, restaurants in Helsinki participate in the Pink Ribbon campaign with their own contribution by serving pink dishes.
Mellakka has supported the Pink Ribbon campaign since 2019.
As part of a multi-channel promotion, our goal in 2022 was to achieve organic visibility on the social media channels of influencers. Unlike in previous years, we focused the activations on two specific events: a live broadcast with tv personality and journalist Maria Veitola, the designer of the ribbon, and a lunch for influencers.
In order to bring the campaign to the awareness of consumers, we organised a lunch aimed at influencers on the opening day of the campaign. The guests were able to taste the Pink Ribbon dishes while Maria Veitola gave a talk about her own relationship with the campaign. The aim of the intimate event was to achieve organic visibility on the social media channels of influencers and inspire consumers to visit participating restaurants.
The lunch event hosted by Maria Veitola provided a successful kick-off to the campaign. Each guest shared content from the event on social media, and the stories highlighted not only the Pink Ribbon menu items but also the importance and goal of the fundraising campaign. The lunch was attended by a large group of influencers known to the whole country, such as TV personality Vappu Pimiä and artist Anna Puu, making it a great success.
The product seeding conveying Maria Veitola’s important message was also a success. Nearly all recipients shared the campaign message and the fundraising link on their own channels and spoke openly about their own experiences. This simple but all the more impressive seeding was delivered just before Pink Ribbon Day, after which the campaign focused on collecting donations.
Highlights
- The campaign inspired 154 Instagram story clips, 7 feed posts and 1 reels video.
- The combined number of followers on participating social media channels was over 2,200,000.
- The campaign had a potential reach of more than 700,000 people, which is a notable number in a small country like Finland.
- The overall campaign was the most successful in the history of Pink Ribbon and helped raise around 5 million euros.