Keep a Breast Case Study

CHALLENGE: Help nonprofit Keep A Breast Foundation increase funds through a cause marketing partnership with Alacer Corp., makers of vitamin drink Emergen-C. With 50% of profits from Emergen-C’s Pink Lemonade product going back to Keep A Breast, Zenzi was tasked with how to capitalize on the opportunity to boost sales and maximize the donation dollar amount. The primary goals of the campaign were to increase monetary donations, generate influencer awareness and brand recognition.

• SOLUTION: To differentiate from other nonprofits such as Susan G. Komen, Zenzi’s strategy focused on reaching a youth demographic through partnerships with surf and action sports industry. We proposed a grassroots campaign consisting of a state-wide college tourwith a wrapped bus, Roxy professional surfers, giveaways and a doctor on board to educate women on the importance of breast health. The tour kicked off at the Roxy Jam surf contest in San Diego. Zenzi coordinated major events at UCSD, UCI, UCSB, USC and Cal Berkeley to promote and sample Emergen-C and educate college women on campus about breast health and the importance of self-examination.

RESULTS: During the tour, 10,000+ samples of Emergen-C Pink Lemonade were given out, 60,000 students participated, and nearly 500 million media impressions were achieved. Donations from Emergen-C Pink Lemonade during that year exceeded $100,000 in support of Keep A Breast Foundation’s efforts. As part of its marketing strategy, Keep A Breast continues to partner with leading athletes such as Jodie Nelson, who recently became the first woman to attempt a solo paddleboard journey to raise funds for breast cancer prevention.