CIM Social Media Marketing Nominee

Christmas fundraising campaign helps cancer charity exceed donation target by 400% and makes national marketing awards shortlist.  

MAXX Design, has been shortlisted as a finalist in the prestigious Chartered Institute of Marketing (CIM) Annual Marketing Excellence Awards 2012 for a Christmas campaign it created on behalf of Breakthrough Breast Cancer. Breakthrough asked MAXX Design to provide an original and compelling concept that would raise awareness of the charity, increase its online following and raise donations for research.  

MAXX Design came up with a Christmas Facebook App that exceeded the expectations of targets set by the charity and received 746% over their target ‘likes’ on Facebook. The main aim of the app was to ‘send a snowflake’ in memory of a loved one, whilst sharing and inviting friends to do the same. Over time, the online snowscape created by MAXX Design turned pink (Breakthrough’s colour) with every message that was added. Messages were viewable by hovering over the falling snow. The page received over 2000 likes in just one month.  With a huge number of people turning the snowflakes pink, messages were sent all over the UK, USA, Australia, Thailand and France and many other countries.

Breakthrough Breast Cancer is a pioneering charity dedicated to the prevention, treatment and ultimate eradication of breast cancer. The charity fights on three fronts: research, campaigning and education. Breakthrough Breast Cancer funds ground-breaking research, campaigns for better services and treatments and raises awareness of breast cancer. Through this work the charity believes passionately that breast cancer can be beaten and the fear of the disease removed for good.

The campaign helped Breakthrough Breast Cancer exceed its donation target by 400% and 121% more people took part than expected. MAXX will be going against seven other companies responsible for exemplary social media practice, including Cisco, Pedigree Pet Foods and The County of Cornwall. The final will be held at the Grosvenor House Hotel on March 6th 2013. Jackie Blaker, Operations Director at MAXX said “Working with Breakthrough is always extremely rewarding. Hopefully by being shortlisted to win this national award, we will be bringing even more public interest and awareness to the charity and the fantastic work they do.

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