The Estée Lauder Companies’ Breast Cancer Awareness Campaign (BCA) embarked on what it called an unprecedented online marketing campaign in partnership with leading media companies and web destinations to connect with new and younger audiences to heighten the awareness of and the education about the importance of the early detection of breast cancer. The beauty giant partnered with social media and networking platforms such as TotalBeauty.com, Brickfish, Slide, Yahoo! Shine, Drive PM Networks, Range Online Media, the BeautyBlog-Network and a majority of its own brand’s sites to expand BCA’s word-of-mouth message and allow individuals to share inspirational stories of survivorship. Efforts included a viral user-generated content campaign themed: “Share a Survivor Story, Inspire the World,” which was created in partnership with Brickfish and was also hosted on aveda.com, clinique.com, darphin.com, esteelauder.com, ojon.com, origins.com, prescriptives.com and supported through display advertising on Yahoo!, TotalBeauty.com, and through the Drive PM ad network.
In addition, the BCA was incorporated into Slide, a publisher of applications for social networks, to help reach users on MySpace, Facebook and several other social networks through the applications SuperPoke!, TopFriends and FunSpace. An exclusive “pink” products boutique, sweepstakes and educational content were also posted on TotalBeauty.com, and a shareable PSA from Elizabeth Hurley was available for download to be sent as a sharing tool.