In 2012 Elizabeth Arden started a social media campaign called #PinItToGiveIt. This campaign was made for Pinterest. With each repin of one of their posts, they donated a product to the Look Good Feel Better Foundation. This foundation is dedicated to improving the quality of life and self-esteem of those undergoing cancer treatment. The program offers complimentary group, individual, and online sessions that teach beauty techniques to help people with cancer to face their diagnosis with greater confidence.
During cancer treatments, many people undergo radical physical changes. They lose weight, their skin texture can change, and for many, their hair can fall out. This is a difficult time for many people undergoing treatment. Cosmetics are empowering tools for people everywhere, especially those who are going through difficult cancer treatments. Giving someone the tools to enhance their looks can improve their attitude and outlook on life.
On a more personal note, I have helped a lot of customers at Ulta who are going through treatment. I have taught them simple tips and tricks with cosmetics so that they can comfortably do them on their own. I’ve also recommended videos for them to watch if they have any questions. The most common thing I’ve heard is “I have cancer, but I don’t want to look sick…” I do everything in my power to help them leave the store with everything they need to help them look and feel better. It is one of the most rewarding parts of my job.
This Pinterest campaign took place three years ago. Scrolling through the Elizabeth Arden posts that feature the #PinItToGiveIt campaign, on average, each one got between 200 and 700 repins. In 2012, the first year the campaign ran, they donated around 7,000 lipsticks. The campaign was considered a success and brought back in following years.
Today, 7,000 repins would not be considered nearly as successful when there are videos of cats or puppies that get millions of views each day.
In my opinion, this campaign could have been more successful if it had been expanded to other social media platforms. Pinterest is a great site but I feel that it was not as popular as other sites such as Facebook or Twitter, back in 2012. Social media has grown so much in the last five years.
Many companies campaign via social media rather than commercials because it is a faster way to spread information to millions of people across the globe.
I chose this campaign to examine because it is working to empower women. This is one of the goals of my ideal foundation. The women that Elizabeth Arden and the Look Good Feel Better Foundation are looking to empower people who are going through a difficult battle. My foundation is looking to do the same thing for people who cannot afford cosmetics. I would work to campaign across the biggest social media platforms such as Facebook, Instagram, and Twitter.