Wear It Pink
Wear It Pink is a non-profit focused on raising awareness and money to fund research for breast cancer. Each year Wear It Pink raises around £2 million during Breast Cancer Awareness Month.
By asking mobile app users “Organizing fundraisers for charity are too:,” and offering as possible answers “Difficult,” “Much effort,” and “Boring,” Qriously found over 12,000 people who offered one of those answers. When they answered, they were shown a banner ad for the Wear it Pink breast cancer campaign.
On average, 15.6% of consumers exposed to Wear it Pink creative went on to click the banner at least once. Brand study results showed an absolute increase in intent to donate to Wear it Pink of Δ9.9 (relative increase or lift of 49.2%) compared to a statistically similar control population.