By Kate Olsen
In 2013, I see 3 distinct trends emerging in cause marketing that reinforce deeper partnerships among brands, charities, and consumers to create lasting value for all partners.
Marquee Programs
One-off cause marketing programs have their place, but companies are realizing the benefits of investing in a cause marketing platform that evolves year after year. These marquee programs not only generate more lasting social impact though deeper partnerships with charity partners, but can also create more brand equity through thoughtful and authentic integrated marketing communications.
Example:
The Warner Bros. & DC Entertainment ‘We Can Be Heroes’ campaign (benefitting International Rescue Committee, Mercy Corps and Save the Children) is entering its second year and is integrated across digital, mobile, retail, event and other marketing channels.
Peer Pressure for Good
When it comes to participating in digital cause marketing campaigns, social proof is a vital component to spark action. Consumers are more likely to join a campaignif they see others have already endorsed the program via their participation and social sharing. How do you get all those consumers to join in? You have to 1) make the campaign personally relevant, 2) show your company’s authentic connection to the cause, and 3) ensure it is extremely easy to act and then share that action.
Example:
The AT&T ‘Connect for Good’ campaign on Causes.com makes it clear many people are taking action and provides easy ways for participants to spread the word.
Loyalty Link
Cause is more than an add-on marketing approach and has become an integral driver of consumer loyalty. Companies are finding that including a cause element within loyalty and rewards initiatives, both digital and traditional, can amp up the stickiness factor of their brand.
Example:
The Coca-Cola Arctic Home project (benefiting the World Wildlife Fund) is linked to My Coke Rewards so consumers can earn rewards points by participating in the campaign or donate rewards points to the cause.
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