What if Ibumetin could help people with the most painful thing there is: heartache? The pill itself can’t do it, so we decided to create a new day: Valentine’s Day for the Broken Hearted, on November 12th. The hub of the campaign was a Facebook page that started up 5 weeks before the day. We encouraged people to not only like it but also ease their hearts, comfort each other and hopefully move on. On November 12th we arranged a big balloon release where every white balloon represented a broken heart.

More than 11,000 heartbroken people gathered on our Facebook page and took part in the campaign actively. Their comments and wall posts meant we reached over 70,000 unique users every week for 5 weeks. During this period we had 80% of our fans interacting with our Facebook page (commenting, posting on the wall, liking things etc.)A Google search (for ‘Alla Krossade Hjärtans Dag’ = Valentine’s Day for the Broken Hearted) before the campaign gave 1,930 hits, a search after 154,000: a8,000% increase.