CAUSE MARKETING TODAY 

November 2014    

 

There's no denying that the right celebrity endorser can punch up media coverage of a cause-related campaign, but these days such efforts seem outnumbered by brands communicating authenticity by placing everyday people at the center of their campaigns.

 

Consider Whirlpool brand's newly launched Every day, care Project focused on the value of caring for one another with love. 
In the first of a series of "social experiments", Whirlpool features a touching video in which each member of a sandwich generation family (a single mom, her elderly mother and her son) shared their feelings about the tensions and benefits that come with living together.

Whirlpool has partnered with Upworthy to distribute the video and is using the #EveryDayCare hashtag to encourage consumers to share their own moments of care.

In a low key way, Whirlpool connects this humanized brand approach to share how the company also cares for others through its long-term partnership with Habitat for Humanity. 

People who had lost their jobs and were in danger of losing their homes are the stars of "Reemployment," a Fifth Third Bank program.   Developed with partner NextJob, the program provides personal coaching and job searching tools to help such customers find work.

Additional examples are legion from the brand new JetBlue Airways' Fly It Forward program which shares the stories of people fulfilling social or personal missions with a plane ticket to the long-running Lee National Denim Day campaign which this year featured three breast cancer survivors as ambassadors.

Hope that you and the real people in your life have a wonderful Thanksgiving!

 

 

 

 

David Hessekiel

President

Cause Marketing Forum

 

P.S. Speaking of trends, don't miss this week's webinar 

P.P.S. Pre-registration for the 2015 Cause Marketing Forum conference is now open. Grab the lowest available rate while you can!

 

November Cause Marketing Masters Webinar
The Changing Brand Space: From Cause Marketing to Social Responsibility


November 20, 2014
1:30 to 2:30 pm ET
FREE to CMF Members or $99



 
Cause marketing is evolving. 

As nonprofits and brands become more sophisticated in partnership development and execution, the approach to working together is also changing - in a positive way. 
 
Companies are more concerned with being socially responsible through support of a cause, verses support of a single charity.  
 
How should you and your team adjust your practices to meet this changing landscape?  
 
Join three leading experts  as they discuss the shifting brand mindset, how to overcome challenges associated with getting in the door, the importance of advancing your pitch to a meaningful partnership conversation, and new legal considerations arising as partnerships become more deeply integrated and technology-driven.


 
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