First, the facts…
According to BreastCancer.org about 13% (1 in 8) of women in the U.S. are going to develop invasive breast cancer during their lifetime. In 2022 an estimated 287,850 new cases of invasive breast cancer are expected to be diagnosed in women in the U.S. The diagnosis often leads to a mastectomy - which in turn leads to the option of breast reconstruction. Consequently, the global breast reconstruction market is expected to expand at an annual growth rate of 6.7% from 2022 to 2030, per research conducted by Grand View Research.
But here’s the thing with facts. They tend to take on greater meaning when, suddenly, they apply to you.
Sientra - a leader in breast reconstruction - understood this. So we set out to help Sientra empower women impacted by breast cancer - and to encourage them to be their own advocate when it comes to every decision in their reconstruction journey.
It’s not easy to make tough decisions. So Sientra aimed to increase awareness and differentiate themselves among competitors by partnering with actress and breast cancer survivor, Miranda McKeon, to share her personal journey. Facts can offer perspective. Personal success stories offer motivation - and hope.
We introduced Sientra Supports - a 360-campaign aimed to reach women through influencer marketing, philanthropic activations, traditional PR, and social media activities including paid influencer ambassador, in-person events, social media and blog content, bra donation program, and media coverage.
Finding the perfect personal story became our mission.
After Sientra discovered that Miranda McKeon (actress/influencer/student) had breast reconstruction with Sientra implants after she was diagnosed with breast cancer at 19 years old, we decided to enter a partnership with her.
Miranda was diagnosed with breast cancer in 2021 and chose to have reconstruction with Sientra implants in early 2022. With her large social following (1.1MM Instagram followers) and highly engaged audience (2.5% Engagement Rate on Instagram), Miranda aligned with the campaign’s objectives.
Similar to how the national breast cancer awareness movement continues to gain momentum over the years, our strategy was to build on the momentum we’ve established.
To grow national media and industry credibility, and educate consumers on Sientra’s unparalleled safety profile, we needed to building conversation:
in national media outlets
among beauty editors
with regional media
with influencers
across social media
The Launch:
Sientra launched this awareness campaign as Breast Cancer Awareness Month started, to ensure they were part of the ongoing conversation around breast cancer awareness and reconstruction options.
We kicked off the campaign with a media dinner where Miranda announced Sientra was working in partnership with the Brem Foundation and their Re-Bra program.
Miranda spoke directly to media and influencers representing a variety of local and national media outlets at an intimate event hosted in Los Angeles. To further establish credibility, she was joined by Dr. Anne Peled, the plastic surgeon who performed Miranda’s surgery and a breast cancer survivor. The pair educated consumers on breast cancer awareness and shared insight into better understanding the decision-making process that occurs when selecting breast implants for reconstruction.
Sientra Supports Bra Donation Partnership:
To raise awareness for the Re-Bra program, Sientra shared information with their providing surgeons and placed Sientra Support donations boxes in offices nationwide where we invited patients to donate their bras.
In addition to supporting women in need with the support that the right bra provides, these bras provided critical breast health information. Each donated bra is cleaned and tagged with breast health education materials and information about Reshaping Lives: Full Circle, a nationwide program aimed at providing reconstructive breast surgery for post-mastectomy women living in poverty.
All attendees to the media event were encouraged to bring their own lightly used bras, further expanding the reach of both partnerships.
Social Media Partnership & Blog:
Miranda highlighted her breast cancer and reconstruction journey, including her experience finding a surgeon and selecting Sientra implants through multiple posts on her Instagram channel. She also developed a sponsored blog post that included more details of her journey for her audience. Her content drove her audience to both her personal blog as well as brand landing page to learn more.
Press Release, Media Outreach and Data Dissemination:
A robust media plan targeted additional print and online media outlets highlighting the significance of the partnership and providing information on Sientra. The partnership was also included in a nationally distributed press release encompassing the launch of all company activations to support Breast Cancer Awareness Month.
The partnership contributed to increased brand awareness among media and consumers. Highlights:
The partnership garnered significant media coverage, highlighted in 14 media placements in top publications such as People.com, USMagazine.com, HollywoodLife.com garnering a total of 313.2 MM impressions.
With 13 media and content creators representing a variety of local and national media outlets and a potential reach of over 637,000 attended the event, resulting in 4 organic social media shares from the event that generated a potential reach of 256,000.
Miranda’s blog post garnered 822 views throughout the month of October, reaching consumers in a unique way to generate brand awareness
Miranda published two In-feed posts and two accompanying Instagram stories (3 frames each) to her Instagram channel to continue to share her personal breast reconstruction journey. This content raised awareness as well as educated consumers about Sientra implants for reconstruction, which resulted in 447K+ impressions, 1.2K campaign link clicks/sticker taps, and 49K+ engagements
The press release announcing Sientra’s partnership with Miranda and additional Breast Cancer Awareness Month activations was picked up by a total of 246 outlets, contributing to a total reach of over 20.7 billion.
The Sientra Supports Program in partnership with Brem Foundation resulted in the donation of 2000+ bras.
Doctors from Sientra offices raved about the Sientra Supports program and the positive feedback they received from patients. Sientra will continue this program and partnership with Miranda and the Brem Foundation in 2023.
