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Campbell’s New Online Campaign Addresses Women

campbells-logoThis online campaign should add up to a successful way of reaching women using social networking.  It ends February 2, 2009, so we’ll see.

But, it does have ALL the right ingredients:

• One trusted brand that we’ve grown up with

• One noted fashion designer

• One popular female celebrity

• A heartwarming cause

• A reason to visit the site daily

• A reason for women to share the site with others

Campbell’s Soup has teamed up with the American Heart Association and Go For Red for Women to support raising the awareness of the risks of heart attacks among women. Noted fashion designer, Nicole Miller, has designed three dresses to be voted on and the winning design will be worn by actress Jane Krakowski at a red carpet celebration for American Heart Month.

So how do you vote? You go to AdDRESS Your Heart.com and vote for your favorite dress. You can vote once a day and you can share it with friends and family encouraging them to participate as well.

Campbell’s is planning to give $1 for every vote up to $275,000. They encourage everyone to send the site address to everyone they know to vote for their favorite design and participate in raising money for the American Heart Association.

This makes for a hopefully successful “viral” campaign. Again, we’ll know how well it worked sometime next month, but so far things seem to be cooking.


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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3 Responses

  1. Hi Stephanie,
    This is a great article on the Address your heart campaign. Do you know what the results were? How much money / awareness they raised? I would love to find out, but the info doesn’t seem to appear on their site.
    Thanks!
    Imogen

  2. Nice site design and good information. Thanks, looking forward to your feed updates…

  3. […] Fuente: She-conomy. […]

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