We partnered with a soap artisan to create something that organically fit into any woman’s routine. A bar of soap that could save lives.

Designed with small bumps that could be felt as it wears down in the shower the soap helps simulate what she should be feeling when doing for when doing a self exam.

We hand crafted an all natural, fragrance free, oatmeal based soap. Separately soap was molded into smaller spheres and hardened with organic beeswax. Using a melt and pour method the soap is molded and while still liquid, 3 hard soap spheres are placed inside at different levels and areas to ensure that not all the bumps show up at the same time. Giving users more than one reminder per soap.

After hardened they were cut, cleaned and hand packaged.

The soap was distributed to several cities for giveaways at Breast Cancer awareness related events, gym activations and they were made available through Etsy, an online handmade shop that women already frequent.

Impressions:

• Delivery of 5.4M impressions from digital/social; reached a total of 3.2M people making them aware of the importance of getting checked for breast cancer.

• This was achieved with an average frequency of 1.7.

Visits:

• There were a total of 11K visits to the site; most of them generated by

mobile devices.

• 56% Mobile traffic, 23% Tablet traffic, 19% Desktop traffic

• Majority of the visits were from California

Social:

• A total of 356K engagements and 62K video completed views resulted from

Facebook posts

• Facebook accounted for 77% of total reach.

• Although social media generated the most engagement, other video sites resulted to have higher video completion rates due to non-skippable video format mainly.