Issue: Tip Top Sunblest needed to leverage their Diamond Partnership with the National Breast Cancer Foundation in the overcrowded pink market.
Idea: In order to achieve cut through, Mango devised a community strategy that focused on Mums. Moving away from the celebrity angle and focusing on Mums and their communities was a new strategic approach creating fresh news for the media. The campaign culminated in an event in Melbourne’s Federation Square on Pink Ribbon Day, October 27.
Impact: The Tip Top Sunblest campaign reached over three million people generating coverage on prominent outlets such as Channel 10 news, Kerri Ann Kennelly, The Daily Telegraph and The Courier Mail. Additionally, Mango negotiated an alliance with Mix 101.1FM which generated over $80,000 of free advertising.
