The Swedish Childhood Cancer Foundation: The Blog Battle - by The Swedish Childhood Cancer Foundation

Mission for IUM , Sweden: Boost sales of the The Swedish Childhood Cancer Foundations fundraising Silverheart bracelet online.Strategy: We used the already existing competitive instincts among bloggers to make sales soar. We took advantage of the fact that they reach people on a personal level - since personal recommendations are the key when it comes to online purchases.
Solution: We created The Blog Battle where six of Sweden’s top bloggers fought to prove that they had the most caring followers.Each blog installed a mini web shop in their panorama banner where they sold the Silverheart and were given total freedom on how to engage their fans. A live leader board in the banner showed the followers how their purchase affected the battle.

Results:
+229% sales increase above campaign goal
+272% more posts from our bloggers than contracted
+2300% sales increase from a regular 3-week-period
+1500% increase in added donations with purchase