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Influencers Can Help Your Cause Marketing

May 02 ,2018

Influencers Can Help Your Cause Marketing

Olivia Culpo helped Stella Artois donate funds to Water.org by wearing a dress made from Stella’s iconic chalice.

Influencer marketing is all the rage right now, and for good reason. Consumers increasingly trust people more than brand advertising, and hearing about a product or service from someone you trust can often make a much greater impression than seeing an ad. Nielsen reports in its Global Trust in Advertising study that 83% of consumers trust information they receive from friends or family as their number one source of information and recommendations. Influencer marketing is expected to grow in 2018, because it is providing authentic, believable, actionable, relevant messaging to very targeted audiences.

When communicating about a cause marketing campaign, we have traditionally turned to PR for earned media placements. While this strategy is still sound, and can provide excellent broad reach, adding influencer marketing to cause campaigns is beneficial as well. There are some key benefits to working with influencers for cause campaigns.

Authenticity

Identifying the appropriate influencers who are interested in your cause is the first step. There are influencers out there for almost any cause you can think of. You can do your own searching for influencers, or use the numerous databases and service that help sift through the millions of influencers to find the right fit for your brand and your cause. If your cause is hunger, finding mom bloggers, or chefs who support that cause is a natural, and it shouldn’t be too hard to get them engaged. Influencers are always seeking relevant content for their audiences and if you give them a reason to share about a cause that matters to them, they are highly likely to engage. And, when an influencer speaks about your brand in the content of your cause campaign, their audience will listen.

Cost

Though most influencers require payment for working with brands these days, if you have a cause that is near and dear to their heart, they may be willing to work with you to spread the word at low or no cost. Identifying with your cause makes the influencer look good too, so don’t be afraid to ask them to help spread the word for free.

Engagement

Ask your influencer to engage their audience. Invite them to an event, give them a code to redeem, enlist them to take action (Ice Bucket Challenge anyone?). This not only gets consumers involved, but helps you to measure how successful each influencer is in creating engagement. Maybe even invite an influencer to host an event, live or digital, to bring your cause to life for their audiences. When influencers get engaged, their audiences do to. Stella Artois teamed up with Olivia Culpo and other influencers to support Water.org. Olivia wore a dress made from Stella Artois chalices to the Oscars, and each time a chalis was purchased, Stella donated funds to provide 5 years of water to those in need.

Think Long Term

We believe the best brand-cause relationships are long term, demonstrating commitment and results over time. The same is true with a brand’s relationship with influencers. Cultivate relationships with key influencers over time, and work with them on many aspects of your brand. When they become brand believers, their audiences will likely follow. In the example above, Stella Artois has also partnered with Matt Damon, the founder of Water.org, and has a long term commitment to the organization, which sees Matt himself appearing in Super Bowl ads for Stella. A good partnership for both parties.

GSG has been creating cause platforms for brands since 2003. We believe in the power of good to create communities for brands that are passionate, committed, and engaged. Contact us to learn more.

Jul 21 ,2016

Why Content Marketing is Essential for Cause Marketing Success

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:

Good Solutions Group Cause Marketing Content MarketingDemonstration 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.

Accessible Information
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.

Efficiency
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.

Apr 28 ,2015

How Cause or Purpose-Driven Marketing Can Build a More Loyal Consumer Base

Dove Choose Beautiful

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.