9 Marketing Lessons From The Pink Ribbon Breast Cancer Campaign

9 Marketing Lessons & A Caution … From The Fight Against Breast Cancer October 2009 By Rohit Bhargava (www.aboutrohit.com)

1. Choose an ownable color.

2. Offer exclusive products. Wilson Golf Clubs KitchenAid Artisan Stand Mixer

3. Focus on influencers of your target. The NFL (mostly male) goes pink to support breast cancer (mostly women)!

4. Support with BIG stunts … White House Goes Pink (2008) Sydney Harbour Bridge Goes Pink

5. Make it easy for people to act. Safeway (US Grocery Chain) lets customers choose to donate at the point of purchase.

Amount of Research You Sponsor With A Donation: $25 = 30 min $50 = 60 min $100 = 120 min $600 = Half Day 6. Let people choose where their money will be spent.

7. Find committed partners. Cost of painting 1 Delta Zune purchase price = $250 Airplane > $20,000 Amount donated = 100%* * Ford and Microsoft teamed up on this promotion in 2007

8. Be everywhere at once. Hundreds of products ranging from breakfast cereal to digital cameras were turned pink and offered for sale to support the cause.

9. Create unexpected experiences.

Caution: Beware of “Pinkwashing.” As with any cause marketing campaign, there are going to be skeptical voices. For the pink ribbon, these voices come from Breast Cancer Action, an organization on the lookout for participating companies who make products some argue may cause cancer. In 2008, they successfully campaigned Yoplait to remove rBGH from their products due to fears it may lead to cancer.

Why did I share this? The level of involvement from companies in the fight against breast cancer is simply amazing. As a marketer, this is a story I simply couldn’t avoid sharing. Yet this global visibility can add an element of “me too” participation from brands that dilutes the campaign overall and risks alienating audiences. This presentation highlights key marketing lessons, but also shares a very real caution to marketers that there is no substitute for authenticity. First published on the Influential Marketing Blog: http://www.influentialmarketingblog.com

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9 Marketing Lessons From The Pink Ribbon Breast Cancer Campaign

by Rohit Bhargava on Oct 07, 2009

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9 Marketing Lessons From The Pink Ribbon Breast Cancer Campaign — Presentation Transcript