The Estée Lauder Company is, for the first time, using social networks in a multi-faceted online effort to heighten awareness about breast cancer.
As do all the elements of the company's new Breast Cancer Awareness Campaign (BCA), the Web components stress the importance of learning about the breast cancer and the need for early detection. The company hopes the various social network-related elements of the online effort will prompt users to spread the message.
"It's the first time we've used social networks," said Marisa Thalberg, vice president of global online marketing for Estée Lauder. She said doing so "felt like a natural extension" of the social network marketing efforts of Estée Lauder's various brands. "Social networking and social media have been very important to several of our brands this year," said Thalberg. She said using these viral networks to warn about breast cancer and the value of early detection "seemed like an incredible opportunity."
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