Campaign: Play in Pink
Objective
Launch a limited-edition activewear capsule during October (Breast Cancer Awareness Month) to drive sales while raising awareness and funding research to end breast cancer.
Challenge
Introduce a seasonal line with sensitivity to the cause, balancing commercial goals with authentic support for breast cancer awareness.
Slogan: Play in Pink with a Purpose
Strategy & Execution
Dedicated lifestyle photo shoot highlighting versatility and camaraderie through women playing and having fun together.
Custom campaign hub with landing page and PLP.
Weekly email campaign plus evergreen banners in all sends throughout October.
Social media partnerships with ambassadors, fueled by creative briefs and product seeding.
UGC from a diverse influencer group, amplified across organic and paid media.
Results
Sales increased by 34%, engagement and positive reviews rose 12%, and a meaningful donation was made to the Breast Cancer Research Foundation.
