A campaign to prove that cause marketing can bypass the expense of an international advertising campaign by leveraging social media.

1.
Bras Across the Internet
A campaign to prove that cause marketing can bypass the expense of an international advertising campaign by leveraging social media.
Summary
Our wedü social media and interactive teams wanted to create a
Facebook application for a cause that had a chance of going viral to
accomplish two objectives- 1) to show non-profits that it doesn’t take
enormous advertising budgets to reach a global audience with your
cause; and 2) to fine tune our methods of launch, outreach and publicity
to identify the ‘right formula’ of each so that we could apply these
methods to future client campaigns.
In Bras Across the Internet, we accomplished both objectives- and in a
big way.
Challenge
Our Team faced the same challenges that any developer has when you
would like to see a Facebook application go viral. The first challenge was
to identify the theme of the application and what it actually did. Secondly,
we needed to figure out how to properly launch the application and gain
enough attention to light the spark that would send its user count up
exponentially.
wedü | 20 market st | Manchester, nh 03101 | 603.647.9338

2.
Bras Across the Internet
A campaign to prove that cause marketing can bypass the expense of an international advertising campaign by leveraging social media.
Strategy
We chose breast cancer awareness primarily because a
number of our Team members had been touched by the
disease and it was something that impacted so many lives
across the world. It seemed like something that the Facebook
community would embrace and support. The idea of posting
bras to Facebook walls came to us from combining two past
breast cancer awareness marketing initiatives that we
thought were good ideas- Bras Across the River: an event in
early September 2010 that was sponsored by a local radio
station; and the bra color status meme that went around
Facebook in early January 2010. We thought that it would be
fun to combine the two concepts and create an application
that allowed you to select you bra color and then “send” it
across the Internet by posting it on your Facebook wall.
Once the application was concepted, designed and built, we
decided to launch it softly early to supplement the Bras
Across the River event and then promote it heavily at the
beginning of October, which was Breast Cancer Awareness
Month.
wedü | 20 market st | manchester, nh 03101 | 603.647.9338

3.
Bras Across the Internet
A campaign to prove that cause marketing can bypass the expense of an international advertising campaign by leveraging social media.
Strategy (continued)
Some of the methods our Social Media and Public Relations
teams executed for the application included: creating a Twitter
account (@brasxfb) and building a strong following in advance of
the launch; contacting the most social media influencers in the
breast cancer awareness community and pitching the application
to them; posting a link to the application on some of the well
“liked” breast cancer awareness Facebook Pages; asking well-
known Twitter personalities to Tweet about the application;
sending out press releases about the daily growth in users; and
creating a couple of small Facebook advertisements that ran for
a few days at the beginning of Breast Cancer Awareness Month.
As with any good development team, we solicited advice from
our users and implemented change when it made sense. One
major “tweak” that we did to the application post-launch was to
add a T-Shirt option to the array of bra choices. This was done in
response to the high number of males that told us they would
like to participate, but didn’t feel too comfortable posting a bra to
their wall.
wedü | 20 market st | manchester, nh 03101 | 603.647.9338

4.
Bras Across the Internet
A campaign to prove that cause marketing can bypass the expense of an international advertising campaign by leveraging social media.
Results
Bras Across the Internet quickly became a global
phenomenon. In the first four days after the hard launch, the
application garnered 150,000 users. Using the standard of an
average of 300 friends per Facebooker, an estimated 45 million
people had our application show up in their news feed.
In addition to the application usage, another impressive
development was that the application page organically became
a memory wall for almost 9,000 users to leave messages of
remembrance, survival and hope. This page took on a
community feel with users were commenting on other user’s
posts with their own bit of encouragement.
To date, the application still continues to grow exponentially
and is sure to eclipse all expectations of usage. The impact
Bras Across the Internet has had on the Breast Cancer
Awareness community is immeasurable and is sure to have a
lasting impact.
wedü | 20 market st | manchester, nh 03101 | 603.647.9338