Landing page for the Komen Foundation viral ecard we developed
October is Breast Cancer Awareness Month and, working with our client, Essence.com, we have launched an ecard tool designed to raise awareness of breast cancer and dispel myths about the disease. The program generates traffic to the Susan G. Komen foundation’s Circle of Promise which seeks to empower African American women with the information and tools they need to take charge of their own health and serve as ambassadors in their local communities.
Campaign Objectives
- Drive sharing and increase awareness. Increasing breast cancer awareness is a primary goal of Komen.
- Card should have “viral” characteristics and drive new registrations to Circle of Promise.
- Branding & Engagement: get customers to engage and create a personalized e-card and know this feature was brought to them by the Susan G. Komen Foundation
- Take advantage of Facebook ecosystem via “Like” button
Target Audience
- Targeting all Essence users as a way to promote the brands as a proactive participant in the fight against breast cancer.
- Via the viral nature of the e-card, the campaign also targets new customers who are not Essence users.
Creative Direction & Message
- Primary message and theme was to educate recipients and senders about breast cancer myths.
- Personalization was critical for the project — all users can upload a photo of themselves or friends/family.
- A text box allows for a personal message.
- Light animation to train the user on UI
- Make it fun and interesting to create a card but keep it simple!
This is the first ecard we created using our new ecard management tool. We’ll post more about this in the coming weeks.