Case
Study.
Study.
Ghirardelli (Breast Cancer Awareness)
1
Objective
Ghirardelli faced the challenge of raising awareness and funds for National Breast Cancer Awareness Month in October. The company aimed to donate $50,000, with an additional $1 for every code input from specially marked packages of Intense Dark Chocolates, up to a total of $100,000. The donations would go to the National Breast Cancer Foundation for early detection education and mammograms for those in need.
2
The Strategy
- Leverage the influence of Leslie Sbrocco, a wine/lifestyle expert, author, and TV host, to drive awareness.
- Engage bloggers in Breast Cancer Awareness (BCA) pairings through blogger pairing parties in various locations (SF, LA, Austin, NY) to drive traffic to BCA initiatives.
- Production of a mat release with BCA pairings to drive placements in print and online outlets, targeting a guaranteed print circulation of 900,000 and 12 million unique online visitors.
- Focus on consumer lifestyle magazines to feature BCA bars in ‘pink product’ sections.
3
Results
- Over 58,133,716 people reached through the campaign.
- 45+ blog posts and stories in consumer lifestyle magazines, dailies, online and regional publications, reaching an audience of 31,935,357.
- A Ladies Home Journal Better.TV broadcast segment generated 1+ million viewers.
- Close to 4 million people reached through Twitter.
- Over 90 people reached through grassroots blogger pairing parties.
- Mat Release generated 823 online placements (21,168,041 impressions) and 10 print placements (30,318 circ).
- More Mat Release print stories expected through December.
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