CASE STUDY: CoppaFeel! 'Boob Hijack' DM and online campaign
Provided by Royal Mail MarketReach
Breast cancer charity, Coppafeel, creates an enaging campaign to highlight a sensitive issue.
What was the Challenge / Background of the Campaign?
One in nine women in the UK will develop breast cancer. Although rare, young people can develop the disease too. But the sooner it's found, the more likely it is that someone will survive.
Self-proclaimed cancer warrior Kristin Hallenga was diagnosed with stage IV secondary breast cancer at the age of 23. Whilst fighting an incredibly brave battle of her own, the Pride of Britain winner set up a charity, called CoppaFeel!, to educate young people on knowing the signs and symptoms of breast cancer and the importance of checking their boobs regularly.
What was the Campaign Objective?
The charity knew it couldn't get its message about the importance of regularly checking your boobs across if they tried to do it traditionally, or use the same strategy and tactics as other breast cancer charities.
So they decided to do something radically different.
The aim was to make as many young people as possible aware of the issue of breast cancer. And do it on a budget of £10,000.
How were they going to do this? By hijacking every pair of boobs in the UK.
What was the Solution?
Where was the best place to start hijacking boobs? Somewhere provocative. Somewhere that would appeal to young men too.
So we turned to a live television sexline and got the help of 'The X Factor' announcer, David Dickson, to ask a 'Bang Babe' to check her breasts . (http://vimeo.com/19256012)
Then we posted the footage on the internet in the hope that it would go viral.
To maintain the momentum, we created a 'Boob Hijack' direct mail pack.
'B-Teams' (as in B for boobs) were recruited via the charity's website and received sticker-postcards.
What were the Results?
The footage of our live sexline hijack got 250,000 hits in its first week. And featured on hundreds of blogs around the world. The equivalent of £1.5 million in media spend. Which was a return on investment of 150/1 for our PR.
On the back of the direct mail, over 300,000 people stuck 720,000 stickers on locations in the real world and the virtual world too.
Traffic to www.coppafeel.org went up by 84% the first month the film was live.
And 2.5 million people became aware of CoppaFeel! A return on investment of 250/1 when it came to awareness.