Cause marketing may seem like an easy win – after all, who doesn’t like for companies to help cure cancer or save the rainforest? But many different factors influence how these campaigns are perceived and whether they’re ultimately successful.
If your organization wants to understand what works in cause marketing, check out how these four campaigns are doing it. Though they all have their own shortcomings, they’ve also gotten certain things right, and incorporating similar elements could help your organization develop a more effective campaign.
Want to learn from past examples of cause marketing? Check out these four campaigns, and see if you can incorporate the best of each one.
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(RED)
When bright red products from cameras to T-shirts flooded the market in the mid-2000s, (RED) – originally known as Product Red – was probably one of the best known examples of cause marketing. Despite its popularity (or perhaps because of it), this campaign received significant criticism from many in the humanitarian industry, but there are a few aspects it’s clearly gotten right. (RED) is a collaboration involving several different companies, all with large market shares and a huge reach, such as Apple, Gap, and American Express. With these companies behind it, the campaign enjoyed a high profile from the very beginning; and at one point, it seemed like nearly any product available had a (RED) version. While many campaigns work with a single company, making (RED) such a large collaboration with major retailers helped amplify awareness and turn it into a household name.
Box Tops for Education
People are sometimes reluctant to just write checks to charity, so give them a more engaging way to participate instead. Better yet, make it one kids can get involved with, too.
Another well known campaign that has received substantial criticism, notably for promoting unhealthy foods to children, Box Tops for Education has now been in existence for over twenty years. This General Mills campaign has grown exponentially since 1996, when it started with just a few cereals. Despite the vast changes in technology and leisure that have taken place since then, collecting box tops has remained a fun, tangible activity for children and families. Just as importantly, consumers are invested in Box Tops for Education because it benefits schools in their own town. It’s often easier to generate support for causes that are closer to home, and this campaign has accommodated that preference nearly perfectly.
Patagonia
Patagonia is a company that puts its money where its mouth is – or in this case, its action where its marketing is. The company’s cause marketing campaigns to protect the environment align perfectly with its overall ethos.
Patagonia is one of the biggest names not only in the outdoor industry, but in cause marketing as well. It’s also one of the most respected, because the company’s campaigns align so well with its mission and its business model. Environmental protection is a natural fit for a company that makes outdoors gear, and Patagonia has demonstrated a longstanding commitment by running many cause marketing campaigns over the years. Perhaps more importantly, because sustainability and preservation are core tenants of Patagonia’s business model and all of its advertising, the company is seen as trustworthy and its cause marketing campaigns seem sincere.
K-Mart and St. Jude Children’s Research Hospital
Though many people may believe Kmart has gone out of business, the chain is not only still in business, it’s been one of St. Jude’s top fundraising partners for over a decade. Every holiday season, Kmart runs a large giving campaign in support of the hospital. Recent years have seen various efforts, including check-out donations, exclusive branded merchandise, sales-based corporate donations, and social media campaigns. This multi-faceted approach has allowed Kmart to reach consumers with many different preferences and styles of giving, and conducting the same campaign on an annual basis has provided an important opportunity to learn and adapt.
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