February 2010
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Cause Marketing Today
 
Greetings!  
 
If a picture is worth a thousand words, what's a good video worth?   We dedicate this issue to sharing current examples of cause-related uses of online video.
 
I's hard nowadays to start nearly any article on CM in 2010 without referencing Pepsi's Refresh campaign, a year-long project that seeks to engage the masses in helping Pepsi give away over $20 million. (Here's a video describing the program that has garnered nearly half a million views -- love that Black Eyed Peas soundtrack.)
 
Pepsi Refresh VideoAlthough Pepsi famously did not advertise on the Super Bowl this year, it did create a broadcast commercialand a great deal of online video content.
 
Visit its page on YouTube and you'll find a variety of Kevin Bacon Pepsi Refreshengaging videos such as appeals for support from celebrites (Kevin Bacon and Demi Moore) and other applicants like the cofounder of 1 Block Off The Grid.
 
 
Pepsi has the budget to create videos with high production values, but you can achieve a lot for a little with video these days.   Read on.
 
David Hessekiel
President
Cause Marketing Forum

Pink Glove Dance is a Huge Success for Medline and NBCF

CMF logoIn contrast to Pepsi's global name recognition, Medline means nothing to most people outside the medical supply business.
 
In just the last few months, however, almost 7 million consumers have viewed its Pink Glove Dance music video on YouTube.  
 
The charming video shows employees of Providence St. Vincent Medical Center in Portland, OR dancing while wearing Medline's pink gloves.
 
The video cost less than $20,000 to produce.  Its impact on customer and employee relations has been priceless, according to Medline PR Director John Marks.   "Numerous customers (who've seen the video) have written to us saying that they feel great about doing business with us -- that's the ultimate impact you could hope for from any marketing program," he said.
 
Med-Line has no previous experience in consumer marketing and never expected the video to go viral.   The 3:38 spot and pink glove line have been so well received that what was expected to be a seasonal product became a very successful year-round item, said Marks.   One dollar from the sale of each case is donated to the National Breast Cancer Foundation to fund mammograms for women in need. 
Professor Uses Video to Share Academic News You Can Use
 
Strahilevitz
As I was putting this newsletter together, I received a link to a simple yet clever video prepared by Michal Strahilevitz, a professor at Golden Gate University whom I've dubbed CMF's academic advisor.   Over the years she has been kind enough to translate several pieces of rather dry academic research on CM into easily digested and practical articles. 
 
In this video clip, she comments on research presented at the Society for Consumer Psychology conference.   Take a look and learn, among other things, what CSF stands for.
March 16 Teleconference:
Working with Celebrities
  
Hollywood Star
Engaging the right celebrity can shower attention on your program and multiply its impact.  Involving the wrong stars can waste money and time and yield the wrong kind of publicity.   
 
Join us as Celebrity Source President Rita Tateel shares valuable advice on the proper integration of famous folks into your cause marketing campaign or fundraising program.
 
Learn more and register today 
 
$99 or FREE to CMF Members 
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In This Issue
Pink Glove Dance Goes Viral
Video from the Professor
Working with Celebrities Teleconference
3/15 Early Bird
Conference 
 Deadline!
 
Hear top execs from Feeding America, General Mills, Macy's, Nike, Target, The Biggest Loser, UNICEF and many more.
 
NEW! -- Powerful Discussions: Answers to your questions in small groups led by Biz & NP experts
 
NEW! -- Film Festival Dinner included in conference registration 
 
PLUS inspiring keynotes, great workshops, Halo Awards & more
 
 
 


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DON'T MISS  
 
3/16: Working with Celebrities 
 
 4/13: Clorox & The Sierra Club on Green Works
 
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