Perky is a medical spa specializing in hyper-realistic nipple tattoos for breast cancer survivors who have lost their nipples to mastectomies. While this may seem a small aesthetic detail compared to the life or death stakes of cancer, Perky’s service is a final step on a breast cancer survivor's journey and a reaffirmation of the very symbol of womanhood that cancer threatened. 

But Perky had a big problem. As a small business, they relied on advertising on Instagram to promote their work. Unfortunately, Instagram flagged their ads as “lewd content” and would not approve them to run. Without these paid posts, millions of breast cancer survivors would potentially never learn about Perky’s incredible service and never get the full healing they deserved.

We at Droga5 realized the nipple itself wasn’t the problem - It’s location on a woman’s breast was. Enter: The Third Nipple. We took to social and made posts asking for volunteers willing to lend a hand to breast cancer survivors by lending other body parts and getting them tattooed.

I, alongside a few others, flew to Houston to help host Perky’s Third Nipple Event, where the free nipple tattoos were put on legs, stomachs, arms and even some cheeks. I captured content, interviewed breast cancer survivors and third nipple volunteers and then turned that content into a library perfectly safe for paid ads. 

And boy did it pay off. 

We got paid ads approved, 20,000 new eyes on Perky’s nipples their website traffic doubled and engagements have increased by 30% - including new customers. The Third Nipple campaign  achieved the goal of getting Perky’s handiwork on social media, but most importantly onto the screens of those who it mattered to most: Breast Cancer Survivors. 

@weareperky | www.helloperky.com

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