Gaze at few of the foremost cause marketing campaigns that grazed through social issues attempting to make the world a better place.
It's a dark world we live in. Gender inequality, food wastage, terminal diseases, pollution, climate breakdown, unreal beauty standards, stereotypes, natural calamities, scarcity of natural resources, war, religious conflicts, illiteracy, corruption and more are "few" of the ongoing issues that we face at a global level.
While most brands focussed on good old selling, the use of cause marketing has increased in the last few years.
According to a Havas Report, more than 60 percent of consumers in India care about the social impact of products, the effect of the product on society and would like their favorite brands to play a much larger role in society. Such numbers suggest that new age consumers are concerned about the brand image of a product they buy along with their conventional preferences.
One of the prominent reasons cause marketing works is that it makes the consumer feel like they're a part of something big, that could bring about a positive change in society.
Cause Marketing campaigns are fairly effective. Asian donors are primarily driven by digital communications. Email(29%), social media(26%), and an organization’s website(21%) inspire the most giving, as accounted by the 2018 Global Trends in Giving Report.
While using resources to voice out an issue is a noble cause, it's important to weigh out all elements. Trust, is the most significant factor deciding the potential impact of a campaign. 78% of consumers reported that a partnership between a non-profit organisation and a company that they trust makes a cause stand out.
Bach home too many brands have adapted to causevertising in a true sense; P&G has partnered with Save the Children India, Army Wives Welfare Association (AWWA), Navy Wives Welfare Association (NWWA) and Round Table India (RTI), amongst others. Hindustan Unilever has partnered with AKRSP, Development Support Centre, SIED and more.
Globally too there have been some great examples,. Hellmann's recent campaign, The Restaurant With No Food by Ogilvy UK is a fine example of embedded marketing in a cause-focussed campaign. They portrayed how their products can turn leftovers from a fridge into five-star meals while voicing out the fact that citizens around the world need to decrease food wastage.
See through some of the best cause marketing campaigns aimed at bettering the world we live in.
Adidas - #RunForTheOceans
Elle UK – MORE WOMEN
Hellmann’s presents The Restaurant With No Food
YouTube - Priyanka Chopra Supports Girl's Eductaion
TLLL Foundation - #NotAshamed ft. Deepika Padukone
World Health Organization
Hit95FM - Masked Man
UNICEF - Go Blue
Mahindra Rise - #RiseAgainstClimateChange
Lifebuoy - Help A Child Reach 5
P&G Shiksha - #DontLetDreamsWait
Tata Tea - Alarm Bajne Se Pehle Jaago Re!
Brooke Bond Red Label - 6 Pack Band
Samsonite - #KeralaIsOpen
Hindustan Unilever Limited - The Shower
Whisper - Touch The Pickle
Payyannur Eye Foundation
Akshaya Patra - India Ke Hunger Ki Bajao
Make Love Not Scars - Beauty Tips by Reshma #EndAcidSale
Lenovo & YUWA - #PitchToHer
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