There are three legs to any successful cause-related marketing campaign. First, the message associated with the campaign must be simple and inspiring. Dove’s real beauty campaign which carved out a completely different space in the consumer’s minds about women confidence and defying beauty stereotypes, or Tata Tea’s famous Jago Re campaign. These brands adopted very simple messages but ended up gaining a huge support from their consumer base.
Second is to transform the message into a great communication. Proper integration with the brand story works wonders and helps make these campaigns a success.
The third and the most important leg is to promote the campaign through the right medium. For example when Kellogg’s came up with their ‘Bade Sapno Ki Sahi Shuruwat’ campaign, to promote the concept of healthy breakfast among households they utilized every touch point with their consumers effectively. From leveraging the social media, active participation through pledges to performing on-site campaign execution they integrated every leg and made a very powerful statement through their marketing campaign. The link can be found here.
Cause-related marketing is an art to integrate the brand story with the adopted cause and weave a campaign that is targeted, honest and trustworthy. Brands have been shifting towards cause affiliations to establish brand relevance among the consumers' minds and also to ensure the sustainability of the brand for future.
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