Does 'Weird' Cause Marketing Work?

by Kate_NFG on ‎08-24-2011 6:10 AM, EDT - last edited on ‎01-11-2013 5:03 PM, EST by Network for Good Specialist

69% of Americans believe it is important to personally reduce water consumption.

25% of Americans actually took action by replacing toilets or shower heads with low-flow alternatives.

-          Shelton Group Green Living Pulse Survey

 

In response to the growing disconnect between the collective awareness of the need for water conservation and individual action to reduce water use, the Shelton Group has launched a PSA campaign, "Wasting Water Is Weird."  The PSA series is sponsored by Bosch, Kohler, Lowe's and Procter & Gamble Co.

 

 

What the campaign does right:

  • Doesn’t use scare tactics or alarming statistics.
  • Focuses the action on one person in an everyday, relatable situation.
  • Presents easy alternative choices consumers can make.
  • Incorporates video content and social sharing to encourage viral spread.

 

How the campaign could improve:

  • Clear, sound bite-worthy call to action.  “Wasting Water is Weird’ rolls off the tongue, but doesn’t create a strong affinity for  how the individual can make a difference.  Think: “Save Lids to Save Lives” or “Only You Can Prevent Wildfires
  • Meaningful social proof about the impact the campaign is driving (likes and pluses don’t count).  Levi’s Water<Less does a good job here.
  • Invitation to consumers to tell their stories of water conservation on Facebook or YouTube.  That’s where the real viral potential is – just look at Pampers Miracle Stories.
  • Incorporation of gamification or interactive elements to help with viral spread.  Maybe a smartphone app like The Greens: Light It Right game?
  • More tangible ways consumers can make a difference (The “Water – Use it Wisely” campaign does a great job here.)

 

Read more about the PSA campaign on Ad Age GoodWorks


   

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Companies for Good shares insights on cause marketing and corporate social responsibility topics to inform your charitable engagement with consumers and employees. Network for Good empowers corporate partners to unleash generosity and advance good causes. The blog celebrates that work and provides expertise and resources to help you do well and do good. Learn more

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