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Microexperience of the Week: NatureSweet’s #ShareTheSweetness Giveaway To Support the Breast Cancer Research Foundation

Concept: Launch a Cause Marketing program to support the Breast Cancer Research Foundation during Breast Cancer Awareness Month by donating $50,000 towards research, while rewarding fans of NatureSweet with a variety of prizes as part of an Instagram Tag-A-Friend Giveaway. 

Objectives: Increase campaign virality by engaging audiences on Instagram; capture valuable first-party data and inspire and boost campaign awareness for the Breast Cancer Research Foundation.

Use Case: Giveaway 

October is Breast Cancer Awareness Month, an annual campaign to increase awareness of the disease across the world. Every October communities, organizations, families and friends come together to help increase attention and support for the awareness, early detection and treatment as well as palliative care of this disease. According to the World Health Organization (WHO) there will be 1.38 million new cases and 458 000 deaths from breast cancer each year, showing the importance and increasing need for awareness, research, and new treatments for those affected by the disease.

GALLERY

This October, NatureSweet has launched an interactive Tag-A-Friend Giveaway on Instagram during the month to increase awareness and spread support and encouragement, along with donating $50,000 to the Breast Cancer Research Foundation. To participate, fans can follow NatureSweet on Instagram and tag their friends who need some encouragement for the chance to win their #SharetheSweetness Prize Packs featuring NatureSweet Tomatoes, a sweet gift card, a sweet box of chocolates, and other sweet prizes.

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Check out their microexperience in support of Breast Cancer Awareness Month HERE.

Keep reading for a few tips on how your brand can use digital microexperiences to collect trusted, first-party data.

  • Consumers are looking to engage with brands that share their passion. According to a Cone Communications study, 85% of consumers would switch brands to one associated with a cause they are passionate about. This number according to Cone is even higher for millennial consumers.
  • Add a donation component to sharing. NatureSweet will be donating $50,000 to the Breast Cancer Research Foundation, which is a great example of how brands can inspire their consumers to engage and share UGC by adding a donation element to participating in the campaign. As much as rewards and prizes can be incentives for consumers to participate in a campaign, they are equally as likely to get excited about participating to do good for a cause they believe in.
  • Track campaign progress with interactive visualizations. While not directly related to encouraging sharing, adding an interactive visualization can inspire consumers to share and participate, since they can easily see how their actions and those of their social network are contributing to a larger goal. 

LEARN how the fastest-growing brands collect and activate first-party data.

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