Cannes Lions

THE SWEDISH CANCER SOCIETY

POOL, Stockholm / CANCERFONDEN / 2011

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Every day people share millions of links within their networks of family members, friends and colleagues. What if this pervasive activity could be combined with a good deed or for a great cause? With this challenge in mind we created the Banner Generator, a URL-shortener that automatically generates a banner for the Pink Ribbon campaign on the linked webpage.We also created a twibbon for your profile picture on Facebook and we charged one euro each. The success behind the twibbon was the social mechanism that we applied. You could only get the twibbon as a gift from a friend or if you bought one for a friend, which created a good viral and a public relations campaign. The campaign appeared in both the giver and the recipients Facebook feeds which exposed the campaign in a great way and excluded the investment in online media.We also created a twibbon for your profile picture on Facebook and we charged one euro each. The success behind the twibbon was the social mechanism that we applied. You could only get the twibbon as a gift from a friend or if you bought one for a friend, which created a good viral and a public relations campaign. The campaign appeared in both the giver and the recipients Facebook feeds which exposed the campaign in a great way and excluded the investment in online media.

Outcome

The result of the campaign was highly successful.

Almost 120,000 people in Sweden decorated their profile picture on Facebook with our Pink Ribbon twibbon. The twibbon itself generated over 60,000 euros directly for cancer research.

70,000 links were shared with the Banner Generator, while the innovative nature of the solution generated a flood of positive online and offline PR for both CANCERFONDEN and the Pink Ribbon campaign.

More than 3,000 blogs wrote about the campaign.Overall the Banner Generator was an enormous success and on all available measures, the online campaign generated twice as much money as the year before.

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