Apr 28 ,2015
More than ever, consumers want to know what companies are doing to make the world a better place. In fact ninety-three percent of consumers are concerned with this very issue. In 2015 alone, cause sponsorship is estimated to reach $1.92 Billion, an increase of 3.7% compared to 2014, and consistently increasing numbers indicate that cause marketing is here to stay for good (pun intended).
A recent example of a successful cause campaign is Dove, who earlier this month dropped their newest video in which women “Choose Beautiful”. The video, on April 7th, received extremely positive press coverage as social media users and news outlets took to Facebook and Twitter in support of the campaign.
While it’s true that Millennials typically don’t engage in brand loyalty like their Baby Boomer parents, supporting a worthy cause or purpose is something all the generations have in common. Eighty percent of millennials are more inclined to support causes offline after first “liking” or “following” an organization online, followed by the older generations who are reported at 64%. Furthermore, 76% are more likely to tell a friend about the partnering cause, proving that while a great product might win over your head or wallet, the right cause can win over a consumer’s heart.
In Dove’s case, the cause encouraged women to empower themselves by choosing to be beautiful. The recent “Choose Beautiful” campaign, along with Dove’s other “Real Beauty” campaigns, has transformed Dove’s brand into something more than personal care products. It is mainly the cause that differentiates Dove from their competitors who occupy the space of beauty products that perpetuate seemingly unattainable beauty standards.
By choosing the right cause that resonates with your target demographic, your product can have the upper hand in a vastly competitive market and consumers will recognize the effort. Cause-marketing can greatly increase sales, visibility, and media coverage resulting in an enhanced company image and increased customer loyalty.
Check out the “Choose Beautiful” Campaign by Dove.
Apr 02 ,2015
You have a clearly defined, well packaged, and competitively priced product or service. So that’s enough, right? Your product will be flying off the shelf or your phone will be ringing off the hook. Not necessarily. You also need to create marketing promotions that draw the attention of the consumer in a very crowded marketing and advertising marketplace. The key is to start by identifying your goals and finding the promotion type that is ideal for your business.
We’ve rounded up some great examples of brands that soared past their goals with creative and well executed campaigns.
Company: Target – Campaign: Bullseye University Live
Target created an enormous mobile pop up to push content for a national four-day digital event. The multi-story Bullseye University Live dormitory experience was designed, built, and set up on the UCLA campus from July 15- 18, 2013. The dorm was outfitted perfectly from floor to ceiling with their university line and featured a live stream in which viewers could scroll over products that were featured in the dorm, which then activated pop-up boxes with additional information and links for instant purchases. The event generated 76 million twitter impressions while campus activation reached more than 140,000 students and their families.
Company: Honda – Campaign: Honda Civic Tour
Honda opened this campaign by slowly revealing daily clues and sweepstakes entries to meet the then mystery headliner. Honda and Maroon 5 reveled the partnership via an outtakes video that aired on”The Tonight Show”. Fans were then able to purchase exclusive Honda pre-sale tickets and register for chances to win several additional promotions. The tour was a huge success that hosted about 600,000 concert attendees across 32 concert events. This was the largest social media engagement for Honda.
Digital and Social Media
Company: Ford Motor Co. – Campaign: Fiesta Movement: The Sequel
Ford jumped back in the saddle for a defining moment in experiential marketing with the Fiesta Movement: The Sequel; a returning program which was a major success of the vehicle’s launch. The primary objective was to engage millennial drivers into the fold. Ford gathered 100 of its hand picked influencers to own the campaign and the Fiesta for six months. Ford then gave their Fiesta Agents a car, gas card, camera, insurance and a list of missions as they set off onto the open road to show off the Fiesta features. The intriguing and entertaining content that was created communicated the cars personality and seamless integration into active millennials lives. The Fiesta Movement resulted in record high sales and captured more of the target audience than any other car in its class. Among millennials, the Fiesta made up 30 percent of cars sales and the “agents” created over 14,000 pieces of original content.
Company: Coca Cola – Program: Perserve Our Parks
This hugely successful multi-year retail program with Stater Bros. Markets in Southern California encouraged consumers to join Coca-Cola in supporting environmental causes. Coke donated $1 to California States Parks for every $10 of Coca-Cola products purchased and engaged shoppers to contribute as well. Through outrageous in-sotre displays, Coke and Stater Bros. reminded shoppers how important our parks are, resulting in shopper donations of over $1 million. In total, over $2.5 million was raised over 4 years to support California State Parks, and Coke received over 800 million earned media impressions along with significant increase in all sales metrics. A great example of good marketing, doing good!