Estroven created Sleep Pink to spark a national conversation around two important—and often under-discussed—women’s health issues: menopause and breast cancer. Anchored to Breast Cancer Awareness Month, the campaign encouraged women to host pink-themed pajama parties, with Estroven donating $100 to the Avon Walk for each party photo submitted. A multi-channel push included social media, retail displays, a partnership with 40+ lifestyle bloggers, and a bold broadcast stunt that had news anchors wearing pink robes on air to raise awareness.

 

Results

• 73+ million media impressions

• +809% increase in Facebook engagement during October

•  Broadcast coverage in four major markets, including key retailer market Chicago

•  123% sales lift at Walgreens during the campaign month

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