The Pampered Chef: Help Whip Cancer

Strategy

• Generate awareness surrounding The Pampered Chef's "Help Whip Cancer" annual breast cancer program in alignment with Mother's Day
• Help raise money to benefit The American Cancer Society, the official charity of "Help Whip Cancer" during the entire month of May

Creativity

• Solicited participation from 15 high-profile female celebrities to sign limited-edition pink kitchen gloves and aprons auctioned off on Charity Buzz.com. Celebrities included: Sharon Stone, Faith Hill, Oprah Winfrey, Jennifer Garner & Ben Affleck, Courteney Cox, Olivia Newton-John, Jane Seymour among others
• Announced Mother's Day celebrity auction via press release and specialized pitches to broadcast, print and online media
• Utilized Miss Illinois as a spokesperson for local Chicago outreach leveraging her breast cancer platform

Results

• Media efforts garnered 18 unique placements and press release pick-up across 46 different online outlets, and reached nearly 10 million people across local and national media; coverage was seen on Access Hollywood online, FOX Chicago, USAToday.com and more
• Throughout the duration of the auction, the auction lot site received approximately 100,000 total page views
• The Pampered Chef had 4,917 direct referrals (visitors directly from TPC website to Charity Buzz - no clicks in-between)