A few years ago, Proctor & Gamble launched a cause-related marketing campaign in South Africa. It was called “1 Pack=1 Vaccine,” and for every pack of diapers sold, a child was vaccinated against tetanus. It was wildly successful, boosting Pampers sales and resulting in 150 million vaccines.
A rival campaign didn’t fare so well. Its slogan was less tangible, not to mention wordy: “1 pack will help eradicate newborn tetanus globally.”
Be like P&G! Here are 3 reasons for tangible cause marketing messages.
We're closely monitoring the severe storms and tornadoes in Oklahoma and surrounding states. Companies have asked us how they can support relief efforts. Here are our recommendations:
Donate to one of the charities aiding Midwest disaster relief efforts. These include:
Social media for social good is growing. Georgetown University’s Center for Social Impact Communication and Waggener Edstrom Worldwide just released a new study that delves into the perceptions, behavior and motivations for cause support (locally and globally) among digitally engaged American adults.
Here are some of the most interesting findings:
Passion and pride drive people to post on causes: People who talk about causes online mostly (76%) do so to recruit others to their passion. Looking like a nice or smart person were distant seconds to the desire to influence others in general, but when it came to Facebook users (see bottom of this post), the desire to publicly display support of a cause came in first.
Conversations about causes are occurring primarily online, whether people choose to support the cause online or off. Social media is a go-to source of cause information, especially for global and faith-based causes. More than 8 in 10 respondents agreed that social media is effective in getting people talking about causes and issues. Animals and children topped the list of popular causes on social media (of course - puppies and babies win every time!).
It’s not surprising that Millennials like beer. Everyone likes beer. Okay, maybe not everyone, but many, many people enjoy a cold brew. Through their core business values, profit model, and internal organization, one company is drawing Millennials left and right: New Belgium Brewery.
Through a series of “happy accidents” Katie Wallace found herself at New Belgium. The employee-owned business embodies happiness itself. I had a chance to chat with Wallace about her work, and why the company operates the way it does. All quotations are from Ms. Wallace.
Started in co-founder Kim Jordan’s basement, the Brewery has always been a values-driven company. Not surprisingly, that attracts a certain type of employee: Explains Wallace, “We have a director of fun.”
Being human. Jordan’s background in social work and marketing has brought a human touch to a business that is all about people. For starters, she insisted on New Belgium being employee-owned, with an open-book management policy.
“Honoring our humanness – we’re not machines – unlocks this amazing power in the business, making us more profitable and successful in the long run.”
You can read our COO/CSO Katya Andresen’s take on this data here.
Here’s a headline I like reading: Consumers Care about Buying from Socially Responsible Brands Now More Than Ever. It’s some good news from my favorite print magazine, Fast Company.
Good.Must.Grow., a socially responsible marketing company, recently conducted a poll of 1,015 Americans around conscious consumerism, and the results are encouraging. In 2011, 18% reported buying from socially responsible companies. In 2012, that number jumped to 30% saying they plan to purchase more goods from these companies.
What’s perhaps most interesting is that while 31% said they sought out socially responsible companies, 25% said they “avoided buying products from a company specifically because it wasn’t socially responsible”.