Cosmopolitan launched the Cosmo Karma Project, a social media initiative sponsored by Estee Lauder, to benefit the Breast Cancer Research Foundation, on October 26. The magazine also seeks to grow its subscriber base with the initiative.
Users can download the “Cosmo Karma” Facebook application and post their own random acts of kindness, such as accompanying a friend to a mammogram appointment or making a donation to the Breast Cancer Research Foundation. These actions, which don’t necessarily have to be related to breast cancer, can then be posted to users’ newsfeeds.
From Facebook, users are driven toCosmoKarmaProject.com, where they can post “Karma Actions” and enter a sweepstakes to win a spa weekend for two and Estee Lauder products. Users can also opt in to receive e-mail updates from the initiative or to receive a free trial issue of Cosmopolitan.
Developed with engagement agency Zazengo, the campaign will run through January 31, 2010.
Jason Cavallo, creative services director at Cosmopolitan, said the magazine has a goal of reaching 30,000 Facebook posts by that time.
“I’m fairly confident we’ll blow past that number,” he said.
Cosmopolitan has around 320,000 Facebook fans, Cavallo said He also said that the target audience for the campaign — and the magazine — are women age 18 to 34, leaning towards those in their early 20s.
Vicki Saunders, CEO of Zazengo, said reaching this demographic in social media settings is becoming increasingly important to marketers.
“Whereas before companies would create these separate portals, they’re now focusing on integrating into where their target audience already lives,” she said. “We’re able to leverage the network and reach consumers, as well as allow them to interact with each other while still being aligned with the Cosmo brand.”
The magazine has also launched the Cosmo Karma Twitter feed, which provides updates from the effort, suggestions for karma-building activities and stories from members on about their random acts of kindness.
Cavallo said this initiative, like all of Cosmopolitan‘s marketing, is being conducted to grow the magazine’s subscription base, as well as that of its weekly e-mail newsletter.
“Driving subscriptions online has been a growing area for us,” he said. “Our site gets about 3 million uniques per month.”