Leverage the humor of wearing a red nose and associate it with doing good to make Red Nose Day a national event. Expressing this through showcasing consumer selfie content, Walgreens team member engagement, and support from cause-minded celebrities.

Through the lens of Entertainment, we partnered with Comic Relief and NBC to generate awareness and create demand for the Nose.

NBC kicked off the program with Jon Hamm, using the biggest ad event in the US—the Super Bowl—to announce Red Nose Day and make it the charity to participate in.

Celebrity activations sustained momentum: the hosts of The Voice wore Red Noses. The Today Show team donned Noses on the Plaza.

Paid and owned media drove awareness of RND exclusively at Walgreens leading to consumer engagement four weeks leading up to the telecast. Paid media reached 95% of our target audience an average of 11x.

Once we established awareness, we took the message into action: folks buying and interacting with Red Noses. Walgreens’ 200K+ employees wore the Red Nose every Friday during the campaign. People Magazine became the media outlet for driving awareness on a local level.

Red Noses became the must have Spring accessory, making a Red Nose the national symbol for giving back. Walgreens sold out of Red Noses 2 weeks after launch, selling over 5M red noses, generated 8% in awareness for Red Nose Day at Walgreens and meaningfully increased Walgreens brand sentiment more than its primary competitors.

Most importantly, Walgreens customers, supplier partners and employees contributed over $8.7M of the total $23M raised for the Red Nose Day Fund, exceeding its goals by 75%. Given success in year one, Walgreens more than tripled its Red Nose Day sales and fund raising goals for Red Nose Day 2016.