In Fall 2012, WWE partnered with Susan G. Komen for the Cure, a non-profit working to raise awareness and funds for breast cancer research. For the entire month of October, WWE altered television programming and set design to help promote this very important partnership. In addition to these alterations to our main programming, WWE began using the hashtag #RiseAboveCancer to drive attention to our partnership and its success. WWE has been dedicated to serving a number of philanthropic organizations for many years and the partnership with Susan G. Komen for the Cure was something our entire company embraced. #RiseAboveCancer, a play on our most popular character John Cena’s motto “Rise Above Hate" became the forefront of a campaign that inevitably raised more than $1 million for Komen. This amount was achieved purely from sales of #RiseAboveCancer branded merchandise, including hats, T-shirts and wristbands, among other items, that featured the trademark pink coloring. This campaign was heavily promoted across a number of our platforms through various micro-content (Instagram pictures, GetGlue stickers, TOUT videos) and social promotion (Facebook posts about the partnership, YouTube videos of our Superstars and Divas talking about the partnership) inevitably creating an impressive 19,100,000 impressions during the seven-week campaign. Quick Social Statistics • 72,000 impressions of the campaign hashtag on Twitter • 94,000 YouTube video views of Komen-related videos • 100,000 stickers downloaded on GetGlue for the campaign • 18,740,000 impressions on Facebook of related posts • 93,000 impressions on Pinterest • 42,000 likes and comments on Instagram photos related to the SGK campaign
http://www.wwe.com/inside/overtheropes/wweinyourcorner/wwe-raises-1-million-susan-g-komen-26064118 http://corporate.wwe.com/news/2012/2012_10_30.jsp http://instagram.com/p/QXmwmWgFOL/ http://pinterest.com/WWE/wwe-and-susan-g-komen-for-the-cure/
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