SALE–A –BRATION 2017 25 YEARS SUPPORTING THE
FIGHT AGAINST BREAST CANCER
THE BREAST CANCER AWARENESS CAMPAIGN
OBJECTIVES
INCREASE DONATIONS
TACKLE THE LINE
INCREASE SOCIAL MEDIA ENGAGEMENT
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AMELIA BLACKWELL • MILES POPE • SOFIA CORTI MADERNA
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WHY?
1.8 MILLION Individuals diagnosed with breast cancer per year, globally.
$6 MILLION in funding raised last year
46,000 estee employees that can help increase funding
WHO?
FAMILY. Estee Lauder has built their brands mantra around the idea the family. The Sale-A-Bration is the BCA come to life. We are engaging with our Immediate and Extended Family.
EMPLOYEES
BREAST CANCER COMMUNITY
SOCIAL NETWORK
HOW?
MULTI-LEVEL CAMPAIGN
2017
2018
SALE-A-BRATION #EsteeStrong Launch Party at the end of September. This is your Fashion Week moment for your employees.
COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness
SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees. Making an exclusive event public through engagement.
MULTI-LEVEL CAMPAIGN
2017
2018
SALE-A-BRATION #EsteeStrong Launch Party at the end of September. This is your Fashion Week moment for your employees.
COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness
SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees. Making an exclusive event public through engagement.
SALE-A-BRATION 2017
THE APPLICATION + REGISTRATION + THE LINE
PRE-ENGAGEMENT
IN-OFFICE REGISTRATION
THE SALE-A-BRATION
ENGAGEMENT
EVENT MAP
EVENT MAP (CHECK-IN)
WELCOME
ENTRY
CHECK-IN
REGISTRATION
Touchpoint to the event. First time they are introduced to the new concept of the sale-a-bration and branding for the 25th year.
Customers will visit the welcome table to “check-in” with one of volunteer.
For those who didn’t get the opportunity to register prior to the event, they will have the opportunity to do so on-site.
EVENT MAP (PRODUCT DISPLAY)
SAFARI RESEARCH P E O P L E L I K E T O: TEST PRODUCTS INTERACT WITH PRODUCTS COMPARE PRODUCTS
The event is setup in which the product will be displayed as a sample tester, where people can try on products and enjoy the event at the same time. No longer require 150+ bookcases Employees can help individuals shops
PRODUCT DISPLAY
21ST CENTURY SHOPPING
AIRLINE CASE STUDY
PROFILE
Once scanned, the customer’s shopping cart will be displayed virtually to add product.
Customers will approach one of the #EsteeStrong volunteers who will pull up their account.
PRODUCTS Customers can test products and decide what to purchase
EVENT MAP (CHECKOUT PROCESS)
CHECKOUT DETAILS
CART
IN-PERSON CHECKOUT
WAITING FOR PRODUCT
Volunteers can add product to the customer’s cart through the database system on their iPad.
Once the customer reviews and approves everything in their cart they will be given the opportunity to pay via credit card or cash.
After the customers complete their purchase they will receive a confirmation email/text when their gift bag is complete.
#ESTEEstrong .
LAUNCH PARTY .
MULTI-LEVEL CAMPAIGN
2017
2018
SALE-A-BRATION #EsteeStrong Launch Party at the end of September.
COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness
SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees
TIMELINE 2017
SPOTIFY oct
GEORGETOWN dec
SOULCYCLE feb
LYFT april
DRYBAR june
MTA x BCA aug
2018
SPOTIFY L O G I S T I C S: CUSTOMIZED BCA PLAYLIST PENNY-A -PLAY 45 UNIQUE ARTIST UNCONVENTIONAL CONTRIBUTION S
MULTI-LEVEL CAMPAIGN
2017
2018
SALE-A-BRATION #EsteeStrong Launch Party at the end of September.
COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness
MONTHLY MEDIA Finding a balance between engaging the public, employees, and building a community.
GUILIANA RANCIC
LAVERNE COX
Public Figure
Actress
Followers: 2.7M Average Engagement: 24,000 per post
Followers: 2.4M Average Engagement: 15,000 per post
SELENA GOMEZ
JAMIE LEE CURTIS
Artist/Actress
Actress
Followers: 116M Average Engagement: 2,000,000 per post
Followers: 551K Average Engagement: 1,000 per post
GIULIANA RANCIC Giuliana Rancic began and is a current host on E! News . Not only is she a breast cancer survivor but she is an activist and has the voice and audience to reach many people. She creates the possibility to promote a strong and positive image for the BCA Campaign.
MULTI-LEVEL CAMPAIGN
2017
2018
SALE-A-BRATION #EsteeStrong Launch Party at the end of September. This is your Fashion Week moment for your employees.
COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness
SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees. Making an exclusive event public through engagement.
PROJECTIONS
$21,000 INITIAL INVESTMENT
$625,000 RETURN ON INVESTMENT
$726,000 T O T A L R E T U R N O N I N V E S T M E NT SALE-A-BRATION + SOCIAL ENGAGEMENT
2018 #ESTEEstrong EXTENDED FAMILY
“together, our actions can bring us closer, to a world without breast cancer.”
#ESTEEstrong