• Situation

As COVID-19 has slowed down, the latest report shows that the number of breast cancer patients under 35 in Taiwan has increased in recent years. Breast cancer is the #1 cancer causing death among women, with the number of breast cancer victim 4.5 times that of in the USA.

• Brief

Estée Lauder have to break exceed the fundraising heights of previous years. Have to make their overall image younger especially under 35. The solution was to come up with TVBS's own idea, the brand unprecedentedly combines sports with its charity fundraising event.

• Objectives

With a limited budget, this project have to make Lauder's overall image younger, hoping target under 35 take notice and realize the importance of breast cancer prevention in daily life. Estée Lauder recognizes the importance of breast cancer awareness and plans to meet the loft fundraising goals they have set in 2022.

Win-Win Cooperation! With limited resources, Estée Lauder has chosen a media partner with the richest media resources in Taiwan to achieve the best O2O integration capabilities and public service influence.

With the community’s call for youthfulness as the core spirit, the brand connects celebrities and influencers to participate. It also established an all-star basketball team, integrating sports and passion with this campaign.

TVBS × Estée Lauder Group focuses on youthfulness and enthusiasm, integrating sporting events and a fighting spirit into charity activities.

Keeping pace with the times, the brand develops the latest digital fundraising tool, making it the first in the beauty industry to issue charity NFTs; it also put large eye-catching displays in a number of large gymnasiums to build momentum, raising the awareness of breast cancer prevention among young people.

• Insight

According to the latest survey report from the Japanese Cancer Association, the mortality rate of breast cancer patients who exercise regularly can be reduced by 40%. On the occasion of the 30th anniversary of the Pink Ribbon charity fundraising event, we highly recommended the brand unprecedentedly combines SPORTS with its charity fundraising event, sponsoring exciting basketball games to unite everybody to exercise together and promote the positive energy of Pink Ribbon.

The New Taipei Kings basketball team and a number of celebrities were invited to this grand Pink Ribbon charity basketball game.

• Key message

"Take action together to defeat Breast Cancer."

• Target

The target who under 35 years old, realize the importance of breast cancer prevention in daily life. Sports star & Celebrities's fans to support and dote on their idols.

• Distribution

Charity Basketball Match & NFT 90%, Celebrity Concatenation 6% & Charity Gala 4%

• Implementation

The large turnout for this game was able to shine a spotlight on the bond between sports and the fight against cancer, and was able to inspire the passing on the positive energy of never giving up. The players and celebrities were joined by a large section of the community in wearing pink ribbons Special reports and lectures from experts were coupled with celebrity presentations on their personal experiences with cancer. Charity dinner and events were held throughout the entire month of October to further raise awareness and provide practical information to the public allowing them to become the fight against cancer. Furthermore, commemorative NFTs for the Pink Ribbon basketball charity game have been issued to reach young people advocate the concept of breast cancer prevention.

• Timeline

2022 Oct 8: Basketball Match & NFTs

Oct 18:Charity dinner

All Oct :Wearing pink ribbons

• Scale

Given budget :US140,000

This wave of activities has not only opened up new discussions, but has a PR value of more than US$2,670,000. The amount of funds raised in over one month has increased by nearly 148.9% compared with 2021, and has created the brand’s best fundraising performance in Taiwan in 30 years, up to US$253,500.

The brand has effectively attracted young people to pay attention to breast cancer prevention and they responded favorably to the charity basketball game; 62.7% of the people that purchase tickets are under the age of 35, contributing massively as the proceeds from ticket sales boosted the resources available to the campaign.

The event produced more than 300 online mentions & social posts, otherwise more than 30 million media reports. The overall livestreaming of the charity basketball game reached nearly 2 million views, making Estée Lauder’s online traffic three times larger than usual ranking 1st among key competitors.