Susan G. Komen for the Cure

Challenge

Susan G. Komen for the Cure was looking for a social network strategy. Already a part of Facebook’s application “Causes,” Komen recognized that users were primarily adding “Causes” not specifically Susan G. Komen for the Cure due to the third-party nature of the application and wanted a dedicated, direct solution for more of the users’ time and attention.

Solution

In partnership with Susan G. Komen for the Cure, FreeCause created the Pink Ribbon Application on Facebook. The application was created to both reach existing constituents and rapidly acquire new constituents.  When users add the Pink Ribbon application they are adding Susan G. Komen for Cure’s brand and expressing affinity for the organization directly.

Results

We launched the Pink Ribbon application with Susan G. Komen for the Cure on September 20th in support of Breast Cancer Awareness Month. One month later, the application had grown to 1.2 million members. Just 30 days after that, the application had nearly 3 million members, each one making a personal pledge to help in the fight against breast cancer. As of February, more than 22 million Facebook users had been invited to join the application; that’s almost 40% of the entire Facebook user base that has directly seen or interacted with this application!

Download Pink Ribbon Toolbar Pink Ribbon on Facebook Susan G. Komen for the Cure's Website See the Susan G. Komen for the Cure Community Toolbar Case Study