Jul 21 ,2016
While it’s true that some of the hype around content marketing has taken a back seat to current marketing trends such as social media reach, influencer advertising, and mobile application advertising, the success of most long term marketing strategies still heavily relies on content marketing, including cause marketing. Here’s how:
Demonstration of Long-Term Commitment
In order for audiences to be able to understand and believe in a brand’s commitment to a social cause, they have to see consistent cause-driven messages on more than one campaign. Inconsistency can indicate inauthenticity, so in order to gain credibility, your website, social media, newsletters and product packaging should all communicate the essence of your cause marketing campaign. Evaluate every platform available to see how you incorporate a tie in to your cause. Messaging should not cloud the brand feel or main mission, but enhance it, same as a well-chosen Cause should.
Content marketing lets people find the information they want to find easily and readily. The information they seek should be accessible in the least amount of clicks possible, whether they’ve landed on your Instagram profile or are browsing your website. Information about your brand’s involvement in a cause shouldn’t be hard to find. In between campaigns, audiences should be able to easily access information about past events, causes and impact. Let consumers know that your cause is part of your brand mission and make a clear connection to communities they care about.
Using content marketing techniques to strengthen your cause marketing is also incredibly efficient. You are already using effective communications tools (we hope!), so make it a point to maximize your cause marketing messages where you are already reaching your audience. Here are some suggestions:
A. Social Media
If you’re doing social media correctly, you’ve spent a lot of time figuring out who your audience is, when, where and how to reach them, and what content encourages engagement. Social media algorithms take into account content type and presentation, including trending news, keywords, and multimedia elements, in addition to user interest and engagement rates. By applying content marketing techniques such as SEO to social media posts, your web and social media traffic can grow and you can gain more awareness of your cause and impact.
B. Blog Writing
Blogs are still powerful tools for sharing your company’s voice, whether it be about your product, your cause, or statements on current industry events and news. By coupling your blog strategy with your cause campaign, your brand can inform your online audience about your commitment to and impact on the cause. The best thing about blogs is that you are the publisher, so you can decide to share whatever content you want! You can use your blog for releasing a quarterly statement from your CEO with progress updates on cause marketing efforts, teasers on what to look forward to, or even a more digestible version of business news. From marketing case studies of your campaign to event recaps filled with campaign photos, the possibilities are best online casino endless. Don’t forget to add social share links so your cause marketing campaign posts can easily be shared onto your readers’ favorite platforms.
C. Company Newsletters
In addition to being used for more formal purposes like company updates, mini feature stories and upcoming events, newsletters are a great resource for encouraging stakeholder involvement. If the cause you’ve committed to truly resonates with your brand, it only makes sense that the employees, customers and other stakeholders will want to hear of your accomplishments, progress, and even how they can get involved. From recruiting event volunteers to social sharing, newsletters can help reach populations that could potentially be your biggest advocates.
Cause marketing is a powerful tool for building your brand, communicating your cause, and enhancing your brand outreach. Want to learn more? GSG has helped large and small brands build and run cause marketing campaigns. Reach out to learn how we can help you too.
Mar 24 ,2016
It’s always exciting to see campaigns we’ve worked on get recognition, and some of our recent campaigns got us a spot on Chief Marketer’s Top Shops for 2016! This award means a lot to us because it honors the top 100 agencies across the entire U.S. that focus on promotional marketing. Also, it recognizes us for all three of our specialties:
- Event and Experiential Marketing
- Sponsorship Activation
- Cause Marketing
In honor of this award and the clients who helped us get it, we’d like to recap some of our favorite campaigns that put us in the Top Shops race:
Abuelita – “Day of the Dead”
Remember our Dia De Los Muertos campaign for Abuelita a few months ago? To recap, we helped them distribute over 20,000 samples to kickoff the hot chocolate season just before this special Mexican holiday, by getting Mexican celebrity chef Richard Sandoval to prepare delicious recipes using Abuelita chocolate. The campaign resulted in 47% YOY sales lift.
We coordinated Tommy-Bahama sponsored uniforms for the City of Chicago Lifeguards, leading to earned media (190 million impressions), brand awareness and establishing Tommy Bahama’s support for the windy city. The event was launched at a new Chicago store to help promote two new area store openings.
As the official sponsor of Park Visitor Welcome Maps, GEICO provides families with roadtrip (and insurance) information as they read through a handy map of America’s state and national parks. In order to connect with the RV/motorcycle target audience, GEICO distributed over 500,000 RV guides per year, with 100,000 motorcycle enthusiasts being reached at the annual Sturgis Motorcycle Rally.
The North Face
Outdoor activity is near and dear to our hearts at GSG, and this event helped get Americans outdoors for the first time with free camping gear and hundreds of large group camping events. The objective: Increase sales and encourage outdoor recreation. Results: Hundreds of camping events, 78% said they would camp again, 87% said they would spend at least $250 on gear, and over $310,000 donated to state parks for camping event funding.
Nesquik Youth Soccer
We helped Nesquik reach mothers with young children through sponsorship of youth soccer to help switch their reach for sugary sports drinks to carb and protein rich chocolate milk. Driving awareness of chocolate milk as a post-game drink to 77% among coaches and 66% among parents, we’d say we scored major goals.
Connecting brands to target audiences with active lifestyles can be fun, socially responsible and increase brand sales and support all at once. To read more details on any of these campaigns, visit our website. If you have any comments or questions, feel free to write to us in the comments section below!
Mar 10 ,2015
At Good Solutions Group, we care. As one of the leading agencies in cause-marketing in the U.S., we’ve made it our mission to support causes that positively impact our communities and world. Join us in celebrating successful companies that care about causes too and strive to truly make a difference.
Cause At The Core: Dove Edition
Campaign: Real Beauty
Campaign Launch Date: September 2004
Campaign Accomplishments and Highlights:
- 2007: The Dove global study, Beauty Comes of Age, revealed that 91% of women ages 50–64 believe it is time for society to change its views about women and aging. The campaign celebrated the essence of women 50+—wrinkles, age spots, grey hair and all. It was brought to life through a communications campaign created with internationally renowned photographer Annie Leibovitz. When the Campaign for Real Beauty focused on the idea that girls are bombarded with unrealistic, unattainable images and images of beauty that impact their self-esteem, the brand teamed up with the entertainment industry to show that what girls see in movies and magazines represents an unrealistic standard of beauty.
- 2011: Dove released the findings of its largest global study to date on women’s relationship with beauty—The Real Truth About Beauty: Revisited. The study revealed that only 4% of women around the world consider themselves beautiful, and that anxiety about looks begins at an early age. In a study of over 1,200 10-to-17-year-olds, a majority of girls, 72%, said they felt tremendous pressure to be beautiful. The study also found that only 11% of girls around the world feel comfortable using the word beautiful to describe their looks, showing that there is a universal increase in beauty pressure and a decrease in girls’ confidence as they grow older.
Community Outreach Organization: Dove supports the work of the Girl Scouts of the U.S.A., Girls Inc., and Boys & Girls Clubs of America ( Dove has created self-esteem- building, educational programs and activities that encourage, inspire and motivate girls around the world. )
Impact: Dove has reached over 7 million young women so far and set a global goal of reaching 15 million girls by 2015.