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 goes pink for Breast Cancer Awareness Month.
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.”
Dishmatic Superfans search helps to supercharge social.
The Dishmatic Superfans campaign was first launched in 2020 with the main aim of helping to grow the reach across Dishmatic’s social channels. Positioned as a competition to find a group of ambassadors (known as Superfans), those who made it into the exclusive club would test and showcase Dishmatic products.
Essential to the campaign was the idea that Superfans should be ‘grassroots’ Dishmatic fans that others could identify and engage with, which would maintain, and help build, the sense of community that is central to Dishmatic’s social media activity. The shift towards brands using micro-influencers to help combat issues around authenticity was also a factor. By using real fans, we were able to cut through the sometimes cynical view people can have when higher profile influencers are used to promote products.
To find the new ambassadors, entrants had to send in a minute-long video reviewing their favourite Dishmatic product. Superfans-specific posts, including a launch video, were incorporated into the content plan to target existing fans and encourage them to enter. Superfans ads were set up to try to reach a wider audience, while existing Superfans helped to support the campaign by sharing Dishmatic’s content on their own Instagram grids and stories.
After ten weeks, the competition closed and entries were shortlisted. A gallery of the entry videos was created on the Dishmatic website where people could vote for their favourite. Each shortlisted Superfan was also given assets they could share on their own social channels to encourage friends and family to vote for them.
Profiles for the ten winners were created and they were also required to sign a simple contract. As well as the accolade of being part of the exclusive Superfans club, the final ten were also sent a selection of branded merchandise. Products were sent out regularly accompanied by a simple task for the Superfans to do and post about.
The creativity and volume of posts increased every time we ran the competition and the Superfans really embraced their roles as ambassadors. We also secured a total campaign reach of 1,681,192.
“The growth of the Superfans campaign over the years has really helped us to grow our reach as well as the sense of community amongst Dishmatic fans,” commented Laura Allen, Head of Marketing at Libman Brands UK. “Our social media followers are hugely passionate and loyal and this was reflected in the response we got. The momentum has continued to build over time and we’ve been extremely impressed with the content the Superfans have produced which has gone over and above what we’ve asked of them. It’s been a fantastic and hugely effective way to showcase our family of products.”