Swoozie’s brand colors are pink and orange, but during the month of October they are all pink in support of Breast Cancer Awareness Month. This month, the brand offers its customers the option to purchase a PinkPASS – all proceeds benefiting the Breast Cancer Research Foundation – which also allows the customer to receive 20% off all purchases through the end of the month.

To further help spread awareness for the cause, and to further engage with their core target market in the online community, Swoozie’s hosted a #PINKPASS Twitter chat on October 23rd. The chat included special guest @brokesocialite who recently lost her mother due to a battle with this terrible disease.

The chat lasted one hour and Swoozie’s received participation from strangers, customers, and blogger-friends alike. We hosted the chat in the evening, meeting our core demographic during a time they were generally able to be online and connected. The conversation was heartfelt and authentic, engaging passionate supporters for the cause, while still having a little light-hearted fun with questions like “What is your favorite shade of pink” in the mix.

Through our work with client Swoozie’s, we have created deep-rooted blogger relationships and this paid off as so many of them willingly joined in the conversation and spread the hashtag virally among the online community. What is true in real-life is true online as well; it’s all about the relationships you build and the people you meet along the way. We were thankful to have this group of Zealots to further the engagement for this special online conversation.

In all ….

306 #PINKPASS mentions.
More than 1M impressions.
More than 121K followers reached.

While the chat garnered impressive numbers, the most noteworthy moment of the night was listening to the inspiring story of Kelly Spalding, who lost her mother to breast cancer and is newly diagnosed, herself. We’re proud to support Swoozie’s – and women like Kelly – this October.

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