Great Examples of Cause Related Marketing
When it is done right, cause related marketing products can be an incredibly effective way to raise both money and awareness.
A charity can benefit enormously from having their logo on display in supermarkets all over the country, while a consumer brand can be strengthened through an association with a cause which is important to shoppers. However, the combination of cause, product and message must be right in order to have integrity and strike a chord with the public. Here are three examples of excellent cause related marketing:
Pampers and UNICEF Partnership
This is cause related marketing on a global scale - since 2003 300 million tetanus vaccines have been funded through the Pampers and UNICEF partnership. Its success lies in the simple, yet life-saving, message of 1 pack = 1 vaccine. Such is its success that a professor from the University of Oxford, Linda Scott, has written a case study of the relationship as an example of excellent practice. Her study found that UNICEF’s brand name added substantially to the campaign’s power to build new business for Pampers, and was beneficial to the recruitment and retention of staff at parent company Proctor & Gamble. At the same time, its reach has helped deliver sources of new donations for UNICEF on a sizeable scale.
A short video about the partnership can be viewed here.
Innocent and Age UK – The Big Knit
The adorable little woollen hats of Age UK and innocent’s The Big Knit campaign are very in keeping with the quirky, homemade image of the incredibly successful smoothie brand. However, there is substance as well as style in this partnership. Aside from money raised, the campaign has engaged Age UK’s service users in knitting the hats, bringing people together in knitting groups and helping to tackle social isolation. The focus of The Big Knit is keeping older people warm in winter, and the hats have been a fun way to raise awareness of this often forgotten group. A donation of 25p is made to Age UK for each behatted bottle, and since 2003 the Big Knit has raised over 1.75 million pounds.
You can view some of the best hats here.
Women’s Aid and The Body Shop
The Body Shop has never been afraid to champion causes that other companies are more likely to shy away from. Their campaign with Women’s Aid ran from 2004 to 2008 and eventually inspired similar partnerships in 16 countries around the world. While other partnerships may have raised more money (this campaign still raised an impressive £600,000 plus) its key aim was to raise awareness of domestic violence. The main cause related marketing product was a mint lip balm which had the slogan ‘Stop Violence in the Home’, an arresting message on such a common household beauty product. Alongside donating £1.50 from this lip balm and other products, The Body Shop also produced a 'Survivors Handbook' for Women’s Aid and carried out research into attitudes to domestic violence, showing their commitment to tackling this cause was more than mere tokenism.
Lucy Christopher, Partnerships Manager - Corporate and Trusts, Capability Scotland
Lucy Christopher currently works as Partnerships Manager – Corporate and Trusts for Capability Scotland. She began her fundraising career at Alzheimer Scotland, and has also worked for The Honeypot Children’s Charity in London and the Edinburgh International Book Festival. She is also an arts journalist