Power of the Pink
Challenge:
A group of national vendors needed a way to engage a retailer to support incremental buy-ins and ultimately, boost sales after Labor Day.
Solution:
Our demographic research uncovered that a large number of Walmart’s female shoppers live in medically underserved areas. Using the motto “Save money. Live Better.” as a guide, we created Power of the Pink: a breast health education and awareness program focused on engaging those underserved communities.
The program included:
- Organizing and executing a community engagement program with Walmart Regional General Managers and Market Managers
- Tying in with national and local partners concerned about health and wellness; most notably, breast cancer
- Obtaining local TV and Radio Live interviews to discuss the need for Mammograms
- Regional media campaigns including television, radio, and social media
- Coordination of Mammography Van events hosted on Walmart parking lots
Results:
- To date, the program has generated nearly $900,000 for local breast health organizations across 12 Midwestern states, enough to provide more than 10,000 free mammograms
- Participating vendors saw an average lift of 10-to-1
