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Does Your Brand Strategy Include Cause Marketing?

JULIAN, CA MARCH 7: Volunteers plant trees in a wildfire burn area at Paseo Picacho Park in Julian, CA on Saturday, March 7, 2009.(Photo by Sandy Huffaker/Odwalla

 

It is impossible not to notice the enormous challenges facing our world today, which is why it is imperative now more than ever to ensure your company is including cause marketing in your annual strategy.

Consumers, especially millennials, are no longer accepting a brand on name or status alone. They want to, and will, stand behind a brand that takes action to create change in the world. By engaging in social issues you can earn both trust and loyalty from your consumers.

Ensuring that your brand partners with the right cause is essential to the success of your campaign. A great example of this is the partnership GSG created for Odwalla and Parks.  The Plant a Tree program encouraged consumers to vote via a dedicated landing page for a state park they wanted to “plant” a tree in. For every vote, Odwalla donated $1 towards the purchase of trees which resulted in 450,000 trees planted! States parks also handed out healthy Odwalla Bars to park visitors to keep visitors fueled and ready.

If you don’t have a Cause Marketing strategy, it’s time you get one!  GSG has helped companies like Coca-Cola, The North Face, Columbia, and Subaru create or refine their cause marketing, and we can help you too!  Learn more here.

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