Title	THE BLOG BATTLE
Brand	BARNCANCERFONDEN (THE SWEDISH CHILDHOOD CANCER FOUNDATION)
Product/Service	CHARITY
Category	C08. Charities, Public Health, Safety & Awareness Messages
Media Agency	IUM Stockholm, SWEDEN
Entrant Company	IUM Stockholm, SWEDEN
Media Agency 2	IUM Stockholm, SWEDEN
Production Company	ADORE YOU Stockholm, SWEDEN

Name	Company	Position
Andrea Gezelius	Ium Sweden	Creative
Patrik Sundberg	Ium Sweden	Creative
Avilin Persson	Ium Sweden	Copywriter
Anette Anderson	Ium Sweden	Client Service Director/Project Manager
Christina Jorup	Ium Sweden	Digital Planner
Linus Almqvist	Barncancerfonden	‎head Of Communications/B2c Marketing
Marie Åberg	Barncancerfonden	Production Manager
Jessica Runenäs	Barncancerfonden	Project Manager

The Brief

Barncancerfonden are the main funder of childhood cancer research in Sweden and solely depend on donations. One of their lesser known fundraising initiatives is the Silverheart bracelet. Our assignment was to sell 2000 Silverhearts online during 3 weeks. With a low budget, we had to invent something new in a media where our target group spend a lot of time. We knew we hade to make the buying process fast and simple. Personal recommendations are key when it comes to online purchases. Bloggers reach people on a personal level, and we wanted to take advantage of their existing competitive instincts.

Campaign Success

We created the first ever Blog Battle, where six of our target audiences favourite top bloggers competed in selling bracelets. On launch day, a mini-web shop were installed on each blogs landing page, where fans could buy directly from their favourite blogger - without leaving the blog. Simple, fast and effective. A live leader board showed that every purchase mattered. The campaign was live 17 nov 2014-7 dec 2014. We did not adjust the plan but we gave the bloggers a toolbox with info, but they had no rules on how to create engagement and generate sales, except 3 mandatory sponsored blog posts (1 per week). This resulted in they using their own social channels (Facebook, Instagram, Twitter, Podcast) and wrote even more blog posts than contracted.

Describe the success of the promotion with both client and consumer including some quantifiable results

*Sales targets: 2000 bracelet, 4587 were sold (+229%). *+2300% sales increase from a regular 3-week period (The Silverheart was sold at The Swedish Childhood Cancer Foundations own platforms before the campaign). *+1500% increase in added donations with purchase (which was also a possibility when paying for your bracelet). *+272% more social posts from our bloggers than contracted. (Manual counted, participants private locked accounts are not included). *Large dedication and many touching comments from our target group. Results are based on the purchases from the mini web shops at our blogs landing pages. We bought no other media except the 3 blog post per blog. The fact that we saw a big commitment from both our target audience and our bloggers are especially interesting when all there was to win was honor. No cash, no ceremony, just the chance to make a real difference.

Explain why the method of promotion was most relevant to the product or service

We identified that personal recommendations are key when shopping online. And that our target audience (Women 20–40) have a relation to their favourite bloggers. That’s why we decided to make the activation at some of our target audiences favourite blogs. We also noticed that there are a competitive spirit among bloggers, that we wanted to use. A mini-shop were installed on each blog, where their fans could buy directly from someone they already had a connection to, and the leader board showed that every purchase made a difference. The purchase was made directly in the mini webshop, without having to leave the blog. Sales targets: 2000 bracelet, 4587 were sold (+229%).