The Avon Foundation for Women launched its first viral campaign, “Kiss Breast Cancer Goodbye,” on October 8.
The nonprofit worked with social media company Oddcast and integrated marketing agency Brigandi & Associates on the effort.
The campaign includes a microsite, PassTheKissOn.org, promoting the “Lips for Life” tote, which will be used for fundraising. There are also Facebook and Twitter tie-ins, as well as a campaign widget.
The site also features a video starring actress Reese Witherspoon, who serves as honorary chairperson of the campaign. Consumers can also create a personalized message and pass it on to family and friends through a pair of “talking lips.”
The effort’s website also allows consumers to buy products directly from the company. The campaign’s main goal is to sell the totes, priced at $5 per bag, with 100% of net proceeds going towards Avon Breast Cancer Crusade beneficiaries, said Karyn Margolis, senior manager of public relations at the Avon Foundation for Women. The group also wants to let consumers know that October is Breast Cancer Awareness month.
“This is our first foray into this type of marketing, and we want to determine if this is a good way of spreading messages,” said Margolis. “We also want to see if it contributes to purchases of the lip totes.”
The campaign also urges women to spread the word and get mammograms conducted, noted Margolis.
Avon will collect data including the number of click-throughs on the site’s widget, how often it is shared via e-mail, Facebook, Twitter, and how frequently it is embedded on consumer blogs.
The foundation will measure these metrics, as well as the number of totes sold, added Margolis. The campaign runs through the end of this month.