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Companies4Good
The watchwords of the 2012 Cause Marketing Forum were ‘Authenticity’ and ‘Relationships’ – two notions we at Network for Good have long endorsed as vital components of cause engagement. It was encouraging to hear these same themes peppered throughout numerous presentations by cause marketers of all stripes.
This year marked the 10th anniversary of the Cause Marketing Forum and in those 10 years, cause marketing has truly come of age. Companies are no longer asking should we engage in cause marketing, but rather how can we engage deeper and better. In an era when consumers are bombarded by marketing messages and have the power to filter their digital lives like never before, marketers are seeking new ways to break through the clutter. Rising above the noise requires building an authentic relationship with consumers. Cause marketing can be a powerful way to do that, as evinced by several examples showcased at CMF12.
Stay tuned for more robust case studies on the following campaigns in the weeks to come, but for now, here are some CMF12 highlights. What all of these campaigns have in common are a long-term committed partnership between a company and a nonprofit partner and a commitment to creating a compelling and engaging experience for the consumer. There are many lessons to learn about campaign execution from each, but I’ve included 3 keys to consumer captivation to help inform your next consumer cause campaign.
Coca-Cola and the World Wildlife Fund teamed up to raise awareness for the plight of the polar bear and preserve their habitat.
Keys to captivating consumers:
- Take a risk, innovate to get attention above all the other marketing noise out there
- Design a galvanizing act that stays true to your brand ethos
- Make it really easy to participate
P&G brand Pampers and UNICEF teamed up to eradicate Maternal and Natal Tetanus (MNT) in developing countries by 2015.
Keys to captivating consumers:
- Put the problem-solving first, not the selling
- Keep the message simple and clearly integrated across all communication touch points
- Cultivate all your circles of influence (consumers, employees, supply chain partners)
P&G supports the Special Olympics by honoring the moms of Special Olympians and raising awareness for differently-abled athletes.
Keys to captivating consumers:
- Make the consumer the hero of your campaign, not your company
- Celebrate your core consumer (moms fight every day for dignity, respect, acceptance and a chance to reach potential for their child)
- Put storytelling and emotion front and center
