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Unilever's Project Sunlight = Best Cause Marketing We've Seen! Many Lessons To Learn...

Unilever's Project Sunlight = Best Cause Marketing We've Seen! Many Lessons To Learn... | Must Market | Scoop.it
From plus.google.com - December 2, 2014 10:16 PM

Great Cause Marketing
+Unilever's Project Sunlight (https://www.projectsunlight.us ) is some of the best #causemarketing I've ever seen and I spent a year creating CureCancerStarter.org. Lots to learn from here including:

* Arresting Visual Marketing.
* Collage of stories under a united theme clearly defined yet artistically balanced.
* Multimedia approach (pictures, video, text, & multiple sites).
* Consistency of tone & pitch.
* Curation of THEIR stories, passion and emotion.
* Splash of logic kissing hand of emotion.

Great work, good cause and lots to learn from. #toogood

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Consumers Prefer Brands Associated With Good Causes (Cone Study)

Consumers Prefer Brands Associated With Good Causes (Cone Study) | Must Market | Scoop.it
From www.marketingprofs.com - June 16, 2013 2:31 PM

If offered comparable price and quality, 91% of consumers worldwide would switch brands to one associated with a good cause, according to a recent study by Cone Communications and Echo.

 

Similarly, 92% of consumers surveyed said they would buy a product with a social or environmental benefit if given the opportunity, and more than two-thirds (67%) said they have done so in the previous 12 months.

 

Moreover, 90% of people surveyed said they would boycott a brand for irresponsible behavior.

 

Martin (Marty) Smith's insight:

How Social Marketing Helps Branding

The hardest part of my Cure Cancer Starter idea is not that it is a worthy cause, most people want to cure cancer, but that aligning with a cause is NOT a charity but a marketing decision. Grateful for this report that shows how influential alignment with good causes can be for brands today.

Causes help brands become REAL and emotional. Alignment is important. If you are what Jim Stengel calls an “elicit joy” brand in his highly recommended book GROW you will want to find a cause that elicits joy. If you are a “pride” brand you will want to find a “pride” cause.

Stengel’s “Brand Ideals” are covered here:

http://sco.lt/8RPl7x

I use the Cone Study all the time to help brands and companies understand “social marketing” or the adoption of a cause that is aligned with their branding is one of the most powerful forms of social marketing. Social Marketing is available to brands big and small, companies in the service business as well as large multi-nationals.

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Martin (Marty) Smith's comment, June 16, 2013 2:40 PM
Agree with Russ. USA missing huge social, local and mobile marketing opportunities.
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Do Good Brands: 20 most iconic brands & why they work | Creative Bloq

Do Good Brands: 20 most iconic brands & why they work | Creative Bloq | Must Market | Scoop.it
From www.creativebloq.com - April 27, 2014 10:24 PM
We count down the 20 brands that have made the most impact on the world, and speak to leading design and branding experts to find out why they work so well.

Via k3hamilton
Martin (Marty) Smith's insight:

Love these top "Do Good" brands.

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Carlota Colom's curator insight, April 9, 2014 12:47 PM

Ens diu el perquè dels colors i la forma dels logotips de marques molt conegudes. 
malek's curator insight, April 28, 2014 10:03 AM

Iconic brands are instantly recognizable, Coke is on top. The "Do Goods" and the "Greens" are rumbling.
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Why Cause Marketing Rocks But Be Careful

Why Cause Marketing Rocks But Be Careful | Must Market | Scoop.it
December 30, 2012 3:06 PM

Local Raleigh car dealer Leith Toyota is running a creative cause marketing campaign to support a dog shelter. Good idea, but it is important to make sure any cause marketing is inclusive, fun and ubiquitous. 

Martin (Marty) Smith's insight:

Cause marketing is great content. When your brand adopts a nonprofit you help define yourself by what you believe in and are willing to support. Cause marketing is HOT because it plays beautifully in social media. 

Watching football today one of our larger Toyota dealers showed a commercial with romping puppies. Leith is donating $100 for every Camary sold to Saving Grace (http://savinggracenc.org/ ).

Great content, great cause and great idea. BTW, when a local car dealer is willing to create cause marketing the tipping point is well behind us. The BUT in the praise is once you create cause marketing you must make it easy to find.

 

The banner about the program is in a roll and so can be easily missed: http://www.leithtoyota.com/ . There is no mention on Facebook because there is a win an iPad campaign going on: http://www.facebook.com/pages/Leith-Toyota/177150692407214 . The Saving Grace campaign is the second item on their G_ page. 

Here is how I would change the campaign if I were running it:

* Static image on the site in addition to being on the role. 
* YouTube video of the ad.
* User Generated Content campaign.

* Ask people to share pictures of their dogs in their cars. 

* Don't limit the contest to Toyotas.

* Create special prizes for Best Toyota Dog. 

* Create community by asking for votes. 
* Create gamification to increase engagement in the contest.

* Set a goal for car sales and double the gift if reached.  

 

Leith is also running an iPad guess how many cars we've sold contest. The iPad guess contest is a good example of how NOT to use Facebook. That is a contest best announced on Facebook and run somewhere else.


The dog idea is PERFECT for Facebook since every dog owner has a picture of their dog sticking his head out the window (I bet). Visual content and cause content works like a charm on Facebook. 

Cause marketing is a great idea for all brands, but in for a penny in for a pound. Make sure your cause marketing is easy to find and interact with otherwise you reduce conversions and create dissonance. Does Leith really care about dogs? I think the answer to that question is YES, but never create cause marketing that isn't easily accessible across all digital assets. 


What is your cause marketing? Share how your company is helping to save the world and we will write about it.

 

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Jeff Domansky's curator insight, December 30, 2012 3:47 PM

Great lessons, insight from Marty Smith...
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