Ford Warriors in Pink

[Agency: Havas PR North America]

Challenge: We needed to break through the “pink” clutter devoted to breast cancer with the Ford Warriors in Pink story.

Actions: To drive coverage, we leveraged the Ford Warriors in Pink collection and the fact that 100 percent of proceeds goes to fight breast cancer. We conducted aggressive, layered local media outreach around Mother’s Day, October (Breast Cancer Awareness Month), Veterans Day and holiday gifting to secure product placement. We enlisted journalist-activist Lee Woodruff to write survivor profiles and introduce the Ford story into new conversations, and we used a Jennifer Aniston–designed T-shirt to place the Warriors in Pink story in celebrity media outlets. The biggest coup: securing a “Rachael Ray” exclusive, including product integration at no cost.

Results: @havaspr earned nearly 64 million media impressions in six months, landing groundbreaking media outlets for Warriors in Pink, including “Today,” and generating back orders for the Aniston-designed Man on the Moon T, which was promoted only through PR.