Know your girls. Lower your risk. Take the pledge.
Yoplait has raised over $22 million for breast cancer over the past 11 years. This year, they wanted to do even more.
How do you target a campaign to one million 22-year-old girls about breast cancer? More importantly, how do you get them to listen?
Yoplait® asked Publicis Modem to craft a bold, digital educational campaign to educate the Gen Y demographic. So they took to the streets of Facebook with anything but a marketing campaign.
Not only was the campaigns use of a quiz on Facebook bold, but some of the applications went beyond Facebooks current functionality. Some applications locked out boys.
All users can fan the page, pledge, gift risk-lowering tips to their friends, and donate their status, but only women can take the quiz and share their tagged girls with other young women. Sorry guys.
Yoplait has raised over $22 million for breast cancer over the past 11 years. This year, they wanted to do even more.
How do you target a campaign to one million 22-year-old girls about breast cancer? More importantly, how do you get them to listen?
Yoplait® asked Publicis Modem to craft a bold, digital educational campaign to educate the Gen Y demographic. So they took to the streets of Facebook with anything but a marketing campaign.
Not only was the campaigns use of a quiz on Facebook bold, but some of the applications went beyond Facebooks current functionality. Some applications locked out boys.
All users can fan the page, pledge, gift risk-lowering tips to their friends, and donate their status, but only women can take the quiz and share their tagged girls with other young women. Sorry guys.
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