6 Brands That Leveraged Cause Marketing And Became An Iconic Example To The World
A quick recap!
Previously in our blog ‘What Triggered The Beginning Of Cause Marketing ?’, we talked about the beginning of cause marketing and what influenced brands to adapt it. In this blog, we delve deep into the various brands that have used cause marketing the best.
These cause-related campaigns serve a dual purpose of increasing the brand’s profitability while bettering society in the process. It works when you, as a brand, connect with your audience, make them a part of your action and strive to bring a positive change in society.
For the past few years, cause-related campaigns have been taking over the world. While most brands focus on the traditional practice of just selling themselves, some brands acted by highlighting societal issues faced by different individuals in their iconic way.
Let’s take a look at them!
6 Iconic Campaign Examples Of Cause Marketing
Ben & Jerry: Democracy Is In Your Hands
In 2016, Ben & Jerry launched their new flavour ‘Empower Mint’ to promote democracy. The flavour was introduced along with a campaign “Democracy Is In Your Hands” to help fight for the restoration of the Voting Rights Act. The flavour reflected the brand’s belief that “voting gives everyone a taste of empowerment”.
Democracy is in your hands:
Lifebuoy: Help A Child Reach 5
In rural villages of India, many kids die before the age of 5 due to poor hygiene. Lack of healthy hygiene methods exposes the child to severe illnesses such as diarrhoea and pneumonia. In light of this situation, in 2015, Lifebuoy initiated the “Help A Child Reach 5” campaign. They aimed to raise awareness and educate people about healthy handwashing and hygiene.
The campaign was conceptualised by Lowe Lintas and ranked #4 in the ‘WARC 100: World’s best marketing campaigns in 2015.
Lifebuoy: Help A Child Reach 5 ‘Chamki’
Tata Tea: Jaago Re
In 2017, Tata Tea launched the Jaago Re 2.0 campaign “Alarm Bajne Se Pehle Jaago Re”. The campaign aimed at changing the nature of ‘Reactivism’ to ‘Pre-activism’; a timely behaviour to prevent the occurrence of unfortunate things. The campaign urged people to stop reacting after they were hit by tragedies or uncertainty and instead start ‘pre-acting’. This idea was introduced with a TV commercial revolving around three alarming issues; rapes, farmer suicides and inadequate sports facilities.
Alarm Bajne Se Pehle Jaago Re
TOMS takes cause-marketing to a new level!
The #WithoutShoes campaign in 2015 was a stroke of brilliance by TOMS. The TOMS “One Day Without Shoes” campaign encouraged consumers to post pictures on Instagram without their shoes. In this campaign, each photo that was posted resulted in a new pair of shoes for a needy child. This resulted in the participation of people from across 30 countries and 2,96,243 children receiving a new pair of TOMS Giving Shoes.
TOMS sets a remarkable example of mass engagement and creating a community having the will to do good.
Google India: Be Kind To Your Mind
In the wake of the Covid-19 pandemic, Google India makes an effort to help people deal with the anxiety and pressure of staying under lockdown. In 2020, Google launched their campaign #BeKindToYourMind where they make a good point of helping yourself first and then others. The campaign is simple and came at the right time when people’s mental state was wavering because of all the negativity and anxiety.
Dove: Real Beauty
The Dove campaign for “Real Beauty” was launched by Unilever in 2004. At the time, Dove was looking for ways to revive its brand. They conducted a study on 3000 women from 10 different countries to learn their priorities and interests. The study reported that only 2% of women considered themselves beautiful. Dove badged this as an opportunity to make a comeback.
Through their “Real Beauty” campaign, Dove made women embrace their natural physical differences. It not only empowered women to come out and feel confident in their skin but boosted their sales in no time. Since then, Dove is playing an amazing role in bringing a perspective change towards beauty and body image through such game-changing campaigns.
Dove film by Ogilvy:
Brands are looking for newer ways to become more socially responsible. And it’s time for you to start your journey. Creating a cause marketing campaign can be a daunting process but not impossible.
There’s so much to learn, but that’s what we’re here for. Our team at Windsor Digital ensures your brand story becomes an example for tomorrow. Get in touch with our team for more information and explore our digital marketing services.
Stay tuned for more stories and examples!