A few years ago, Proctor & Gamble launched a cause-related marketing campaign in South Africa. It was called “1 Pack=1 Vaccine,” and for every pack of diapers sold, a child was vaccinated against tetanus. It was wildly successful, boosting Pampers sales and resulting in 150 million vaccines.
A rival campaign didn’t fare so well. Its slogan was less tangible, not to mention wordy: “1 pack will help eradicate newborn tetanus globally.”
Be like P&G! Here are 3 reasons for tangible cause marketing messages.
1) Consumers are skeptical and need reassurance your company’s cause is effective. Being specific about what you do with your dollars instills trust.
2) Tangibility bolsters the belief a gift will make a difference. Buying diapers that help fight tetanus globally is less emotionally compelling than vaccinating a baby. Consumers want to know they are making a real human impact, not just a dent in a huge problem.
3) Being concrete makes people care more. People have stronger emotional reactions to an individual or specific situation, which in turn makes them more generous. Research shows people give two to three times more money when an intangible need is replaced with a specific impact.
Read more about this case study and more in our new eGuide: The Brainiac's Guide to Cause Marketing