Campaign: ‘Find Your Red’ Shopping Parties
Company: Macy’s and Siempre Mujer
Nonprofit Partner: American Heart Association
Launch Date: January 29, 2013
In commemoration of National Wear Red Day, the American Heart Association, Macy’s and women’s Spanish-language publication Siempre Mujer are hosting ‘Find Your Red’ shopping parties at Macy’s stores. During the shopping parties, participating women will learn more about heart disease and will receive special discounts for wearing red or purchasing a Red Dress pin for $2 as a donation to the American Heart Association.
Including Siempre Mujer in this long-standing partnership is a smart way to target Hispanic women who may be at higher risk for heart disease. We don’t often see cause marketing campaigns targeting the Hispanic community, which is surprising considering the surge in this population over the past decade. What other targeted campaigns like this have you witnessed? Do they work as well?