Elizabeth Arden's social initiative pins its support to cancer charity

Beauty product line Elizabeth Arden and firm Lippe Taylor sought to support longtime charity partner Look Good Feel Better with an innovative initiative.

Client
Elizabeth Arden (New York)

Agency
Lippe Taylor (New York)

Campaign
Pin It To Give It

Duration
Fall 2012

Budget
$10,000-$15,000

Beauty product line Elizabeth Arden and firm Lippe Taylor sought to support longtime charity partner Look Good Feel Better with an innovative initiative.

Strategy
Elizabeth Arden created the Pin It To Give It page on Pinterest to showcase the work of Look Good Feel Better, an organization that helps cancer patients manage the visual side effects of treatment. Using inspirational imagery, one repin would equal one Elizabeth Arden product donation.

Tactics
The initiative aimed to attract existing fans of the brand on social media, new consumers, digital influencers, and media.

Pin It To Give It hosted top Pinterest, PR, and CSR Twitter chats and campaign messaging was incorporated in all Elizabeth Arden events, including its BlogHer fashion show booth, where representatives displayed the images on iPads.

Several e-blasts were sent out with a call to action to Elizabeth Arden employees worldwide, customer email databases, agency partners, and to Look Good Feel Better's mailing list of volunteers, donors, and participants. The agency recruited Elizabeth Arden fragrance partner Mariah Carey to post about the campaign.

Results
Elizabeth Arden donated 7,000 eyeliners as a result of repins.

The Pinterest page generated more than 350,000 impressions and almost 2,000 followers. Twitter mentions reached 2,673 and there were about 3,000 Facebook likes and 600 shares.

"Through our social channels we helped raise awareness for a good cause," says Francine Gingras, VP of global communications at Elizabeth Arden.

Media placements included Mashable, ABCNews.com, The Huffington Post, AOL Impact, and Examiner.com.

Future
Plans are in place to extend Pin It To Give It into an annual global campaign.

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