Brand Awareness and the Pink Glove Dance
I received an e-mail today from my sister-in-law to check out the Pink Glove Dance video on YouTube. Obviously a couple of other people spread the word as there have been 3,063,623 views just three weeks after the pink glove dance was uploaded. Now is the season to use uplifting, heartwarming, and inspiring videos to get your message across via social media.
Emily MacInnes Sommers, a member of the Medline glove division, orchestrated the creation of the video as a way to promote their new pink gloves (Generation Pink synthetic exam gloves) and as a fundraiser for breast cancer awareness. At 1 million views, Medline made a contribution to the hospital as well as offered free mammograms for uninsured women in the community. At over 3 million views, hospitals around the world will be contacting the Medline glove division with their orders…don’t you think?!
The Ruth J. Spear Breast Center of the Portland Providence Health & Services group is dancing their way to raising breast cancer awareness not only through their hospital but to the world. Their hope is to inspire others to join the cause. The video is currently the #1 most discussed, viewed and top rated in the YouTube Nonprofits & Activism category. The video was filmed in the hospital lobby, cafeteria, surgical rooms, espresso stand, clinical lab, and offices starring over 200 employees. How did they gather up 200 employees? All it took was one email to staff asking who would like to participate.
When looking at your marketing budget for 2010, take a look at what you have budgeted for video creation. Start talking to your committees or managers (or yourself) about how you can partner with a non-profit organization to create an inspiring video for holiday 2010 that will bring brand awareness to your product while adding holiday cheer to the world.
Great Commentary!