Cancer is not for children

Kunde:

The Danish Cancer Society

Opgave:

Influencer Marketing

Opgaven

'Cancer is not for children' is a campaign by Kræftens Bekæmpelse that Help has helped with since its launch in 2018. The fundraising week #KræftErIkkeForBørn is one of the campaign's activities that Help has helped develop the concept for and run and executed since 2019. An important week where money is raised every year for the work with children and young people who have had cancer close to their hearts.

Since 2018, the fundraising week has taken place via influencers, and for the 5th anniversary in 2023, the desire was to expand the activity to include the business market. The goal was to involve business profiles to expand the participant group and expose the campaign's messages to a different target group on new social platforms, thus creating a larger fundraising surface and greater engagement.

Eksekvering

In addition to a collection with well-known influencers on Instagram, we therefore involved a number of strong business profiles who collected donations via LinkedIn. 14 influencers and 9 prominent profiles from the Danish business community used their platforms in the best possible way to focus on 'Cancer is not for children' and collected donations for the good cause.

In addition, we conducted a PR effort around selected profiles to raise awareness of the campaign, the fundraising week and the good cause.

Resultater

A successful campaign that has brought together private consumers and the professional business community and has spread the campaign message in a much broader format and on more channels than before.

1,000,902 DKK collected in one week
132 posts and 312 stories on Instagram and LinkedIn
The campaign was viewed more than +4,883,511 times on Instagram
Content received more than 109,007 likes, comments and shares
5 press clips with a reach of 1,616,332