The Strategy

This campaign demanded more than strong visuals—it required authenticity, empathy, and cultural awareness. We hired Chelsea Odufu, a Black female artist and video director, to lead production and ensure representation behind the camera matched the diversity of the stories in front of it.

We focused our narrative on women whose lives had been directly impacted by breast cancer, which required an extensive casting process. Through live interviews filmed in New York City, we captured raw reflections from real women in a setting that felt grounded and powerful. 

Our team led the production strategy, shaping the message, tone, and brand aesthetics. By blending creative direction with media strategy, we ensured the final deliverables resonated with the intended audience and aligned seamlessly with campaign goals. We partnered with freelancers and creative collaborators to bring the vision to life,  always keeping the emotional clarity and strength of the stories at the forefront.

The Power of Sure social ads were originally tested prior to the National launch in a small-scale campaign in order to collect learnings to use for larger-scale optimizations. After adjusting our plan, we were able to decrease our cost per email submission by more than 50%. Both copy and visuals were thoughtfully created from consumer survey results and creative pre-testing to reach the demographic. The tone and delivery were warm and confident and included first-person storytelling grounded in facts, avoiding scare tactics, as found most impactful to our target audience.

We used a geographic-based campaign to maximize reach in areas with historically low compliance per census data and high machine capacity per proprietary data. Meta was used as the primary tactic, amplified by programmatic display and video with behavioral and contextual targeting. Utilizing larger, broader audience targeting allowed for easy scaling, accounting for 39% of spend and 52% of all impressions delivered. The campaign also included hyper-targeted, niche audiences such as website retargeting, which were extremely engaged, with CTRs 2.3x higher than any other target.