Hanes Pink Campaign: I’m Tickled Pink

October 3, 2011 at 8:55 am Leave a comment

A brand that wavers from end to end on my “cool factor” scale, today has tipped its way to the good end. Hanes is celebrating Breast Cancer Awareness month with a campaign on Facebook that’s fresh and imaginative.

While every brand jumps on the charity train, Hanes’ new Virtual Comfort Package campaign for breast cancer awareness month is thoughtful and unique. The idea behind supporting breast cancer is in no way new, but the way in which Hanes is utilizing Facebook’s interactivity and core value of connecting with friends, is impressive.

Every time a fan sends a virtual comfort package to a friend, Hanes donates $1 to the National Breast Cancer Foundation. The catch? The virtual package isn’t just a box of underwear. You personalize and customize each gift you send–it’s not just about Hanes. Crazy thought, isn’t it? Brands that don’t always have to talk about themselves are winners in my mind.

Here’s how it goes:


They’ve integrated it with their profile photo strip at the top of their page–which every brand should do with a campaign. Well done.


Next, you can send up to 6 items. A photo, a video, music, a personal note, a recipe (fall related) or a T-shirt (the one buzz kill in here.)


The photo integrates with your Facebook profile photos/albums. The music icon lets you choose from a range of songs that play right from the gift. Since this is a comfort gift, I thought “Keep your head up” by Andy Grammer was my obvious choice.


You can add a personalized note. Sweet words encouraged by me.


Done? Send away. Simply type in your friends name.


All set!


Facebook’s new “real time ticker” shows what I’m doing to all my friends.

You can also post about this on your Facebook wall. But, it doesn’t automatically do so, which is refreshing.

Hooray for Hanes. Now please, make some cute undies that don’t have fruit on them and I’ll be a forever fan. 😉


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A marketing gal's journey through life as a young professional. The storyline includes heart flutters, hiccups and happiness along the way...with one big spoonful of creativity in each chapter. I'm also the founder of Young Women in Digital, a Boston-based group for digital marketers to mix and mingle at pressure-free, fun events around the city!

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