In 2005, Scotties Facial Tissue began its partnership with the Canadian Breast Cancer Foundation (CBCF) by creating their inaugural “Hope Tribute Box” to help raise awareness. The cause is an important one for the brand, as the disease impacts so many of its consumers, both directly and indirectly (one in every nine Canadian women will be diagnosed with breast cancer in their lifetime).

Because 2014 marked the 10th year of Scotties supporting the CBCF, they wanted to do something special – something that would continue to create meaningful connections with consumers, generate big awareness for the CBCF and continue to help Scotties stand out amongst its competitors (Kleenex, Puffs, Royale, etc.).

So, where others tend to focus solely on the disease itself, the campaign focused on support – something that is integral to the Scotties brand DNA. Many brands activate their charity sponsorships through campaigns that focus directly on the individuals with the disease. However, behind each one of these individuals is an entire network of friends and family who take care of them during their treatment and recovery. It’s these individuals who give hope, provide encouragement and inspire the fight to beat the disease.

The idea was to provide a forum in which a number of women with breast cancer could recognize their unsung heroes and thank them for being there when they needed them most. And, on a larger scale, the team wanted to nurture awareness of the CBCF by demonstrating the kind of exponential power this kind of selfless support can have when it is acknowledged, celebrated and shared.

So, to commemorate 10 years of support, the idea was to tell 10 beautiful stories and deliver 10 messages of thanks: “The Power of 10.”

A national campaign featured brand-inspired content in the form of a short documentary (3:40 minutes) in which 10 women affected by breast cancer talk about their biggest supporter and send them a message of thanks. Once they’d told their stories, they were surprised with a private note in return from their supporter. In addition, 10 mini-documentaries (30 seconds each) showcased one compelling moment from each woman’s personal story.

Campaign elements also included a custom Facebook application to host the content, a robust Facebook content strategy supported through a targeted paid media strategy, a $1-per-video-view donation overlay and a downloadable coupon offer to drive purchase of the “Hope Tribute Boxes” available in stores. Additional awareness was driven through YouTube pre-roll and a digital ad buy on sites such as Hello!, the Huffington Post and Chatelaine.

The six-week campaign generated 87,905 total video views and 5,337,347 impressions, many of which were driven organically through sharing. It reached just under 1 million users on Facebook specifically, and a 6.47% engaged user rate – 400% higher than the CPG industry average.