Complete Breast Cancer Awareness Campaign

Objective:

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Complete Nutrition partnered with the National Breast Cancer Foundation (NBCF) for Breast Cancer Awareness Month to tap into consumer goodwill—encouraging purchases for a cause. This initiative not only attracted new customers but also expanded our customer database.
 

Design Concept:

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Focused on empowering women by integrating NBCF testimonials and statistics to drive donations.

 

Employed special pink light tower filters throughout the store to create a unified, impactful visual theme that reinforces the campaign’s message.

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Target Audience:

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Men and women aged 25–50, as well as anyone eager to support a worthy cause.

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Offer:

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Participating stores collected donations on behalf of NBCF throughout October.

 

For every $5 donated, customers earned $5 in “Complete Cash” to spend in-store.

 

A special “Pink Out” weekend event doubled the donation rewards, further incentivizing customer participation.

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Campaign Pieces:

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Direct Marketing:
Two targeted direct mail pieces—one for the month-long event and another for the “Pink Out” weekend—highlighted the “Complete Cash” incentive and featured compelling NBCF statistics.

 

Flyers:
Distributed at local events by franchisees, these flyers reinforced the direct mail messaging.

 

Email:
Informed consumers about the campaign and drove traffic to the NBCF website.

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Radio:
Broadcasts enhanced local PR and promoted both events.

 

Specialty Products:
In-store banners, a range of T-shirt options (nine designs), and silicone bracelets helped solidify the campaign’s visual identity.

 

Digital Media:
A dedicated Facebook cover image, four engaging Facebook posts, and a dynamic web slider increased online visibility.

 

In-Store Signage:
Two window signs, two primary table display signs, and eight light tower filters created a consistent, immersive in-store experience.

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This multi-channel campaign not only elevated brand engagement and customer acquisition but also reinforced our commitment to a cause that resonates with our target audience.