Just eight days ago, Ballygowan launched their 'B Part of it' campaign to help raise funds for breast cancer awareness across Ireland. In the Republic of Ireland the campaign supports the Marie Keating Foundation, and in Northern Ireland it supports Action Cancer. The first phase of the campaign has seen the launch of a range of new pink bottles of Ballygowen, a campaign microsite and Facebook page and a number of offline activations. Ultimately each bottle of of the new Ballygowan Pink that is sold makes a contribution directly to the foundations.
So eight days later and what's happening witht he campaign?
In my honest opinion, the campaign is doing absolutely brilliantly. The Facebook page now has over 6,000 Fans, 30 Fan Photos and over 120 Fan Comments (and that doesn't include any conversation under those comments!). This is a massive amount of interaction and engagement for a Brand that has otherwise not had a strong Facebook presence. Bare in mind this Facebook page was only set up eight days ago when the campaign started - it has actually driven all this engagement in eight days! Beyond the great charity element to the new Ballygowan campaign, what has really captured my attention here has been the public support. The comments and interaction from Fans of the campaign on the Facebook page has just been brilliant. If there was ever a case study for the use of Facebook by a charity, this is it. Serious hat tips to the team behind the Facebook page!
Check out the latest video showing some of the campaigns high profile supporters...