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Cause At The Core: Dove Edition

Mar 10 ,2015

Cause At The Core: Dove Edition

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

Dove-Real-Beauty-Campaign

Company: Dove

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.

Website: http://www.dove.us

 

Mar 05 ,2015

Six Principals of a Successful Cause Marketing Program

Six Principals of a Successful Cause Marketing Program

Cause marketing is not just for do-good-ers.  Cause marketing can drive strong business results and ROI, while simultaneously signaling to your consumers and employees that you are the kind of company they want to be associated with. Good Solutions Group (GSG) CEO Shari Boyer has six principles that make for successful (and award winning) cause marketing programs.

1. Find a cause that resonates with your corporate culture and values.

Home page

The Odwalla Plant a Tree program is a great example.  In 2009, GSG connected Odwalla not only to its environmental roots, but also to lifestyles of health and sustainability, a demographic otherwise known as LOHAS, through an innovative program that allowed consumers to “plant” a tree in a state park by voting online.

2. Clearly state the result or goal of the cause campaign.

In the Odwalla Plant a Tree program example, Odwalla clearly stated the number of trees they would plant each year, if enough consumers visited the website.  And they did!  The program “sold out” of the trees within 2 weeks.

3. Local problems or issues resonate more than national.

The Plant a Tree program was successful because it allowed consumers to choose which state they wanted their tree planted in.  It made a difference in their backyard, not across the oceans, and far away.  Not that consumers don’t care about causes far away, but campaigns with local impact see strong results.

4. Educate the consumer about the cause.

In the Odwalla case, the website was full of fun and educational facts about the power of trees.  Consumers could learn about the cause, while they were voting.

Carbon offset

5. Engage all stakeholders

Cause programs shouldn’t sit in a silo, over in the Public Affairs Department.  Cause programs work best when they are integrated with a Retail Partner (critical for driving sales results), Employees (through volunteer events), Press, and Consumers.

6. And lastly, be positive and focus on the outcome.

You don’t have to be all gloom and doom about the problem, instead focus on the positive outcomes that your campaign can accomplish.

Check back for more examples of great cause marketing campaigns on the blog.

 

 

Feb 20 ,2015

Cause-Marketing Matters More Than Ever

We’ve all seen one. Viral videos of the Ice Bucket Challenge appeared all over the internet, ballooning from a little over 100 tweets in July 2014 to over 32,000 daily tweets by mid-August of 2014. The Ice Bucket Challenge was a viral marketing tactic that brought awareness to amyotrophic lateral sclerosis (ALS), a lethal neurodegenerative disorder (otherwise known as  Lou Gehrig’s disease), and raised over $100 Million for the ALS Association.

So what makes a video of someone pouring ice water over their head so enticing that people are willing to back the cause with their wallets? Similarly, how did Invisible Children, once a small San Diego based non-profit, raise over $30 million after their viral video of Kony 2012 gained a momentous 100 million views in five days?

Our answer? Interest in cause-marketing is at an all-time high.

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Infographic courtesy of Huffington Post.