The Day I Was Told

An interactive digital education tool supports women through their breast cancer journey.

Amoena creates a range of mastectomy bras, swimwear and breast symmetry products for a global clientele.

Crowd was initially commissioned by Amoena to create an interactive tool that offered sales functionality and also showcased the company’s impressive brand journey (key markets in multiple languages).

Subsequently, the company commissioned us to work with them on an internal and external marketing transformation journey – flagged to be one of their most important marketing campaigns ever.

Project Info

01

  • Client

    Amoena

  • Year

    2018

  • Services

    Content creation, storytelling and user experience design

About the Project

02

Challenge

Goals included: Support women through breast cancer, help them regain confidence in their physical appearance; Empower and educate Amoena’s staff, instill a sense of pride in the company and the good work it does.

Solution

Amoena’s historical sales and customer behaviour data helped Crowd establish a need for an innovative digital tool that could offer: useful information on each stage of the customer’s cancer journey; specialist underwear advice for each stage of the customer’s challenging physical journey.

This personalised online tool was part of the overarching ‘Supporting Confidence’ brand transformation initiative. Inspired by real people, with real experiences, The Day I was Told interactive microsite features videos and insights from women that have been through a breast cancer diagnosis and treatment journey.

Women in the UK, USA, Germany and France took part, and their video revelations unlocked unique and powerful insights that women at the early stages of their own journey found reassuring. Crowd managed a multi-market social media campaign to launch this initiative, using short clips from our video interviews to invite people to find out more on the website.

Results

03

The launch campaign ran in the UK, USA, Germany and France. In the first month, the campaign achieved:

  • Impressions Created with Sketch.

    +4m

    Facebook Impressions (5x the Forecasted Number)

  • Video Plays Created with Sketch.

    1.1m

    Video Views

  • Enagagements Created with Sketch.

    1.2m

    Engagements from Target Audiences

Testimonial

04

Making numbers interesting is no easy task! Crowd took the time required to understand our brand and what we wanted to achieve with this project. We’re very proud of the results and they speak for themselves.

Philip Banton

Global eCommerce Manager at Amoena

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05

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