3 days. 60 miles. From start to finish, the Susan G. Komen 3-Day is a commitment. A celebration for all the heroes — the devoted walkers, the loved ones they walk for, the survivors and thrivers who walk for themselves. This was an integrated campaign that was data-driven across social, email marketing, activations, paid and earned media, web design, influencer outreach, OOH, event design, collateral, field marketing, experiential, and more.
To create an authentic emotional connection, actual 3-Day participants were cast using their powerful stories to further show the “why” behind their deep commitment to the cause. Photography by Janette Beckman. www.the3day.org.
7K REGISTRATIONS 40% REGISTRATION INCREASE 130% CONVERSION RATE INCREASE 84% INCREASE NEW WALKERS
Influencer outreach lead to a 175% increase in paid search, higher periods of registration, an increase in brand search conversions, and higher levels of new walker registration. Their engagement was responsible for 105,025 clicks, adding to our retargeting pool of potential new walkers.
Participant Pledge: In an effort to drive registrations a commitment pledge was created. In exchange for signing up for the email newsletter, participants were mailed a temporary tattoo sheet. This pledge lead to a 150% increase in organic search. The program drove a 55% CPR reduction making this one of the most cost-effective prospecting campaigns in the event’s history.
Custom SGK stickers were created using the Giphy app, and shared across social on and off events.
Activation: May Mani Madness. Supporters and event participants painted their nails pink and shared their 3-Day commitment.
On event: Portrait project.
A series of content videos where SGK participants shared their personal stories.