Amelia Blackwell

SALE–A –BRATION 2017 25 YEARS SUPPORTING THE

FIGHT AGAINST BREAST CANCER

THE BREAST CANCER AWARENESS CAMPAIGN

OBJECTIVES

INCREASE DONATIONS

TACKLE THE LINE

INCREASE SOCIAL MEDIA ENGAGEMENT

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AMELIA BLACKWELL • MILES POPE • SOFIA CORTI MADERNA

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WHY?

1.8 MILLION Individuals diagnosed with breast cancer per year, globally.

$6 MILLION in funding raised last year

46,000 estee employees that can help increase funding

WHO?

FAMILY. Estee Lauder has built their brands mantra around the idea the family.

The Sale-A-Bration is the BCA come to life. We are engaging with our Immediate and Extended Family.

EMPLOYEES

BREAST CANCER COMMUNITY

SOCIAL NETWORK

HOW?

MULTI-LEVEL CAMPAIGN

2017

2018

SALE-A-BRATION #EsteeStrong Launch Party at the end of September. This is your Fashion Week moment for your employees.

COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness

SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees. Making an exclusive event public through engagement.

MULTI-LEVEL CAMPAIGN

2017

2018

SALE-A-BRATION #EsteeStrong Launch Party at the end of September. This is your Fashion Week moment for your employees.

COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness

SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees. Making an exclusive event public through engagement.

SALE-A-BRATION 2017

THE APPLICATION + REGISTRATION + THE LINE

PRE-ENGAGEMENT

IN-OFFICE REGISTRATION

THE SALE-A-BRATION

ENGAGEMENT

EVENT MAP

EVENT MAP (CHECK-IN)

WELCOME

ENTRY

CHECK-IN

REGISTRATION

Touchpoint to the event.

First time they are introduced to the new concept of the sale-a-bration and branding for the 25th year.

Customers will visit the welcome table to “check-in” with one of volunteer.

For those who didn’t get the opportunity to register prior to the event, they will have the opportunity to do so on-site.

EVENT MAP (PRODUCT DISPLAY)

SAFARI RESEARCH P E O P L E L I K E T O: TEST PRODUCTS INTERACT WITH PRODUCTS COMPARE PRODUCTS

The event is setup in which the product will be displayed as a sample tester, where people can try on products and enjoy the event at the same time.

No longer require 150+ bookcases Employees can help individuals shops

PRODUCT DISPLAY

21ST CENTURY SHOPPING

AIRLINE CASE STUDY

PROFILE

Once scanned, the customer’s shopping cart will be displayed virtually to add product.

Customers will approach one of the #EsteeStrong volunteers who will pull up their account.

PRODUCTS Customers can test products and decide what to purchase

EVENT MAP (CHECKOUT PROCESS)

CHECKOUT DETAILS

CART

IN-PERSON CHECKOUT

WAITING FOR PRODUCT

Volunteers can add product to the customer’s cart through the database system on their iPad.

Once the customer reviews and approves everything in their cart they will be given the opportunity to pay via credit card or cash.

After the customers complete their purchase they will receive a confirmation email/text when their gift bag is complete.

#ESTEEstrong .

LAUNCH PARTY .

MULTI-LEVEL CAMPAIGN

2017

2018

SALE-A-BRATION #EsteeStrong Launch Party at the end of September.

COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness

SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees

TIMELINE 2017

SPOTIFY oct

GEORGETOWN dec

SOULCYCLE feb

LYFT april

DRYBAR june

MTA x BCA aug

2018

SPOTIFY L O G I S T I C S: CUSTOMIZED BCA PLAYLIST PENNY-A -PLAY 45 UNIQUE ARTIST UNCONVENTIONAL CONTRIBUTION S

MULTI-LEVEL CAMPAIGN

2017

2018

SALE-A-BRATION #EsteeStrong Launch Party at the end of September.

COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness

MONTHLY MEDIA Finding a balance between engaging the public, employees, and building a community.

GUILIANA RANCIC

LAVERNE COX

Public Figure

Actress

Followers: 2.7M Average Engagement: 24,000 per post

Followers: 2.4M Average Engagement: 15,000 per post

SELENA GOMEZ

JAMIE LEE CURTIS

Artist/Actress

Actress

Followers: 116M Average Engagement: 2,000,000 per post

Followers: 551K Average Engagement: 1,000 per post

GIULIANA RANCIC Giuliana Rancic began and is a current host on E! News .

Not only is she a breast cancer survivor but she is an activist and has the voice and audience to reach many people. She creates the possibility to promote a strong and positive image for the BCA Campaign.

MULTI-LEVEL CAMPAIGN

2017

2018

SALE-A-BRATION #EsteeStrong Launch Party at the end of September. This is your Fashion Week moment for your employees.

COLLABORATIONS Collaborations forged between the BCA and brands wanting to partner with our philanthropic efforts to raise awareness

SOCIAL MEDIA Finding a balance between engaging the public and promoting for employees. Making an exclusive event public through engagement.

PROJECTIONS

$21,000 INITIAL INVESTMENT

$625,000 RETURN ON INVESTMENT

$726,000 T O T A L R E T U R N O N I N V E S T M E NT SALE-A-BRATION + SOCIAL ENGAGEMENT

2018 #ESTEEstrong EXTENDED FAMILY

“together, our actions can bring us closer, to a world without breast cancer.”

#ESTEEstrong