Pink Together: General Mills and Susan G. Komen for the Cure
General Mills launched the Pink Together program in 2007 to align a number of its brands with the breast cancer cause. Pink Together, which provides Komen with an annual $2 million donation, was positioned as celebrating the power of personal connections in the fight against this disease. In 2009, Pink Together came to life as a fully-integrated campaign across many online and offline touchpoints with an engaging social networking website at its epicenter. Visitors can share stories and photos, send a virtual flower to someone who is newly diagnosed, read messages of encouragement and engage with others through social media. Online, in-store, on-pack, FSI and other marketing activity increased site visits by 65 percent; the number of friends on Facebook and MySpace grew exponentially; Tweets, blog impressions and posts were in the millions.
