#PinToPledge
Objective:
1 in 8 women in the United States will be diagnosed with breast cancer in her lifetime. In 2024, an estimated 310,720 women and 2,800 men will be diagnosed with invasive breast cancer. Chances are, you know at least one person who has been personally affected by breast cancer.
But there is hope. When caught in its earliest, localized stages, the 5-year relative survival rate is 99%.
Latitude 45 Salmon partnered with THR33FOLD and The National Breast Cancer Foundation to launch an awareness campaign, #PinToPledge, that highlights the importance of early detection and encourages education of free mammograms through NBCF’s mammography program across the nation.
Solution:
#PinToPledge is a social-first Pinterest-frist campaign that asks women to take a pledge to get screened and to share their pledge with other women, encouraging others to make the pledge and to get screened themselves. During the holiday season, which kicks off in October, salmon recipe searches can increase by 400%. The campaign brings some of the brand's most loved recipes together with an ask, “PinToPlegde.” When people search for salmon recipes, they are presented with Latitude 45 recipes, as well as the “PinToPledge” prompt. The campaign highlights the importance of early detection while also providing recipe solutions for the busy holiday season.
Data/Results:
Market: US
Duration: 1 month
Brand Reach: 200K
Pin viewers increase by 336K
Pledges: 10K
Insights:
Pinterest sees an average of a 200%-400% lift in search traffic during October (National Breast Cancer Month) due to the Holiday’s. Searches for holiday recipes, entertaining and decorating are top of mind and Pinterest is the go-to for inspiration. While Latitude 45 Salmon is fully ready to give hosts and hostesses alike great recipes and table-scape ideas, we believed that Pinterest was also the perfect place to drive awareness for the cause.
Retailers. Channels. Integration.
Walmart
Meijer
Walmart Meijer
Meta
Pinterest Meta Instagram
Paid Social
Public Relations
Social Media
Creative
Campaign
Paid Social Public Relations Social Media Creative Campaign
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