Post by magorlf on Oct 2, 2014 17:38:37 GMT -5
Susan G. Koman is a non-profit organization working to end breast cancer; they are one of the largest non-profit organizations working with breast cancer and are the ones behind pink being the internationally recognized symbol for breast cancer. Susan G. Koman has given financial and social support to over 50,000 families just last year through their community grant program.
In 2012 Susan G. Koman partnered with the WWE during breast cancer awareness month creating the campaign #RiseAboveCancer, which is a play on the WWE’s most popular character John Cena’s catch phrase which is “Rise Above Hate”. Susan G. Koman raise over 1 million dollars from this campaign in 2012 alone soley from sales of clothing with the hashtag #RiseAboveCancer printed on it.
I think the one platform that Susan G. Kolman really utilized with this campaign was Youtube. Although the campaigns hashtag #RiseAboveCancer was used across all platforms including Instagram pictures and videos, and Facebook posts I think that the use of Youtube was the most creative. By having the superstars and divas of WWE make short Youtube videos showing their stories and support of breast cancer you create a bond with your viewers. The videos are great way to engage your viewers on platforms they are not used to seeing messages on. Also the fact that Youtube is a purely visual social media it is a great way to spread the sale of their merchandise. They can easily show their top superstars and divas who all have their own signature gear wearing the latest #RiseAboveCancer merchandise while supplying a link to an online shop in the description of the video.
The campaign has been very successful so far seeing a 343% increase in social media engagement in 2013, and while the 2012 campaign only ran September through October, the 2013 campaign extended into the spring of 2014 because it was such a success.
This campaign was also a finalist last year in the Shorty Awards, for social good campaigns.
In 2012 Susan G. Koman partnered with the WWE during breast cancer awareness month creating the campaign #RiseAboveCancer, which is a play on the WWE’s most popular character John Cena’s catch phrase which is “Rise Above Hate”. Susan G. Koman raise over 1 million dollars from this campaign in 2012 alone soley from sales of clothing with the hashtag #RiseAboveCancer printed on it.
I think the one platform that Susan G. Kolman really utilized with this campaign was Youtube. Although the campaigns hashtag #RiseAboveCancer was used across all platforms including Instagram pictures and videos, and Facebook posts I think that the use of Youtube was the most creative. By having the superstars and divas of WWE make short Youtube videos showing their stories and support of breast cancer you create a bond with your viewers. The videos are great way to engage your viewers on platforms they are not used to seeing messages on. Also the fact that Youtube is a purely visual social media it is a great way to spread the sale of their merchandise. They can easily show their top superstars and divas who all have their own signature gear wearing the latest #RiseAboveCancer merchandise while supplying a link to an online shop in the description of the video.
The campaign has been very successful so far seeing a 343% increase in social media engagement in 2013, and while the 2012 campaign only ran September through October, the 2013 campaign extended into the spring of 2014 because it was such a success.
This campaign was also a finalist last year in the Shorty Awards, for social good campaigns.
