Adopting a rosy pink glow for the month of October, Dishmatic’s Breast Cancer Awareness Month campaign for 2020 sought to raise awareness of the disease via the brand’s partnership with three charities and its limited–edition pink products. Building on the success of 2019 activity, Target devised and implemented a range of tactics across social, digital and print which helped reach more than 37 million people.
Dishmatic’s regular social media activity was complemented with new content, helping to connect with existing loyal fans as well as a wider audience. Its Instagram and Facebook pages were turned pink for the month with posts sharing useful and educational information from the charities; Against Breast Cancer in the UK, Young Pink Sisters in Australia and Breast Cancer Ireland.
Posts about Dishmatic’s limited edition products also featured as user generated content. This was supported by pink product bundles being sent to selected UK and Australian micro-influencers as well as Dishmatic’s Superfans (the brand’s selected group of ambassadors). Other content included a newsletter, competition and specially created product videos, targeted at each country.
A weekly, pink-themed competition also ran on Instagram, which asked people to take on different cleaning challenges and share their photos. As well as tying into the pink theme of Breast Cancer Awareness Month, it also tapped into the popular cleaning trend of Pink Wednesday. Collaborating with two micro influencers helped to boost the number of entries. The #DishmaticPinkChallenge had four weekly winners with everyone who took part during the month entered into a prize draw to win a bumper pink cleaning prize bundle.
Aiming to make the campaign more interactive for Dishmatic fans this year, Target created Brew for Breast Cancer; a virtual tea party that encouraged the cleaning community to get together while adhering to coronavirus restrictions. On Friday 16 October, those taking part posted images of their online events using #BrewForBreastCancer and tagging Dishmatic. Participation was incentivised with Dishmatic products and an afternoon tea voucher up for grabs.
An online competition was also secured with six key consumer titles. To tie into the Brew for Breast Cancer theme, the prize was a Fortnum & Mason hamper worth £500. Some 138,000 people entered and the competition reached more than six million people.
To help raise awareness of the pink products as well as supporting the three charities, consumer and trade press releases were drafted and issued. A coverage highlight was inclusion in The Metro’s Breast Cancer Awareness Month product round up in both print and online. This achieved a combined reach figure of more than 21 million.
The blend of different channels and approaches to the campaign proved hugely successful and helped surpass the social media reach KPI by more than 300%. Alongside raising awareness of the continued fight against breast cancer and how Dishmatic is helping to do that, a strong sense of community was engendered, something that felt especially important during an ongoing pandemic.
“Target did a brilliant job helping bring our campaign to life,” said Laura Allen, Marketing Manager at Libman Brands UK. “They adapted to Covid restrictions brilliantly which led to a great balance between educational, interesting, fun and dynamic content which helped us to overachieve on our KPI and reach our widest audience for the campaign yet.”