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Breast Cancer Now and #WearItPink

Posted by Ed Abis on Dec 13, 2019 12:12:20 PM
Ed Abis
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The client: Breast Cancer Now

The project: Breast Cancer Now's wear it pink day is one of the biggest fundraising events in the UK. Taking place during Breast Cancer Awareness Month in October, thousands of amazing people wear it pink in their communities, schools or workplaces for the UK's largest breast cancer charity, Breast Cancer Now.

And since their first event in 2002, together they've raised over £33 million for our vital research. Research that's working to discover how to prevent breast cancer, how to detect it earlier and how to treat it effectively at every stage so they can stop the disease taking lives.

The challenge: With Breast Cancer Now’s wear it pink day taking place on Friday 18th October, Breast Cancer Now needed a way to get people to engage with supporters on social media and in return for the support, show thanks in a unique and personable way.

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How we did it: Breast Cancer Now utilised the Bee-On platform to manage social engagement throughout their media campaign. Using the hashtag #WearItPink, supporters of the charity tweeted pictures of their fundraising efforts and of them spending the day donning pink clothing, doing bake sales and raffles, all to raise money for a fantastic cause.

Bee-On was truly put through its paces as it monitored engagement of the campaign including aggregation of social media, content moderation, filtering and publishing. The personalised response feature was implemented where supporters who were tweeting pictures and messages would receive a unique personalised video using the tweeted content in response as a thank you.

Here’s some shots of Bee-On in action…

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The results: People and businesses from all over the country took part in fundraising for wear it pink. Thousands of pounds were raised for the charity - full amount TBC! - and we saw some truly incredible engagement results.

  • 1,405 personalised videos were shared on Twitter with a like rate of 105% and a retweet rate of 38%!
  • The overall engagement rate was 153%!
  • The campaign had a social reach of 1.88 million generating over 21,000 video views.

Here’s what Dan Papworth-Smyth, Head of Digital Engagement at Breast Cancer Now had to say about the campaign: 

"We were hugely pleased with the engagement we received from this year’s wear it pink personalised thank you messages. The Bee-On platform from Never.no was easy to use and helped us process record numbers of thank yous to our incredible supporters in a timely way."

Below you can see our Bee-On personalised response tool in action. 

 

Wear it Pink Personalised Response