Cause Marketing: Lessons learnedMay 2014

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Overview of Cases

❖ Cause Marketing Successes!

❖ American Express “Statue of Liberty” !

❖ AT&T “It Can Wait”!

❖ Pedigree - Adoption Drive US!

❖ Brawny “Support the families of Heroes” !

❖ L.L. Bean “Million Moments Mission”!

❖ Nutro “Room to Run”

❖ Cause Marketing Failures!

❖ Pepsi “Pepsi Refresh Project”!

❖ Coke “Arctic Home” !

❖ KFC “Buckets for the Cure”

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Successfully met or exceeded business goals for the brand and the goals of the partner. A true win-win.

Met or exceeded business goals for the brand. A win for the brand.

Negatively impacted the perception of the brand or partner. A loss for either party.

Did not met business goals for the brand, but positively impacted partner(s). A win for the partner.

Rating System

Cause Marketing Case Studies

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The campaign that created a category (1983)

American Express +Statue of Liberty Restoration Project

Deal: Every time you use your card a penny is donated, every time a new card is activated a dollar is donated - all to restore the Statue of Liberty !!Marketing Budget: $6 million!!Money Donated: $1.7 million in 3 months!!Outcome: Use of the card increased 28%, applications increased 45% !

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AT&T + others

Deal: Raising awareness for AT&T and the dangers of texting while driving, kicking off a movement with a pledge day each year on Sept 19th. !!Marketing: (multi-million dollar marking campaign) !in car simulator, 200 locations!online driving simulator !TV, print, radio and OOH!online video and AT&T drive mode app!documentary distributed to 40,000 high schools!Goodyear blimps !!Money Donated: N/A !!Outcome: over 4 million pledges in social media, competitors Sprint and Verizon joined forces for the cause in 2013

It can Wait (2013)

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Pedigree + multiple shelters

Deal: Pedigree brought the plight of shelter dogs into focus with global Adoption drives and mass communications. !!Marketing: TV, OOH, online. Half of their total marketing budget was spent on adoption messages & they ran a super bowl ad highlighting the issue (in 2009). !!Money Donated: at least $1.5 Million!!Outcome: Specifics are hard to come by, however, branding executive Eli Portnoy was quoted saying “every time we run this campaign, we see increased sales”. Currently the brand is using “See what good food can do” tagline and sharing the stories of rescues in their TV spots.

Pedigree Adoption drive USA (2009)

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Brawny +Wounded Warriors Deal: Brawny donated $250,000 and for every comment on the wall of thanks (on FB) another dollar was added - up to $250,000. !!Marketing: !:30 spot on TV and pre-roll launch on July 4th!Point of sale display with QR code driving to FB!Social media ads!Stories on packaging !Radio interviews with the Wounded Warriors in the ads !!Money Donated: $549,000!!Outcome: 5% sales growth 10% retail display growth, Bounty had 75% media share of voice & Brawny succeeded in making an impact and reaching one billion impression with this campaign.!

(2013)

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L.L. Bean +National Park Foundation

Deal: For every moment shared on social media L.L. Bean donated a dollar to the National Parks Foundation (with a cap of one million) to inspire the love of the outdoor for the next generation. !!Marketing: !Bootmobile (branded auto) events across country, displays at point of sale!promotion in catalogue and in all social channels !!Money Donated: $1 million!!Outcome: Reached the goal by October 2012, two months before planned, impacting 60,000 underserved children through the America’s Best Idea grants via the National Park Foundation. !

Celebrating 100th anniversary (2012)

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Nutro + local communities

Deal: Enhancing dog parks across the country. !!Marketing: Very little, one day event with employee volunteers helping improve dog parks nationwide. !!Money Donated: For Jan - Sept 2013 $60,000 was given in 30 $2,000 grants!!Outcome: Started as an associate lead program with 60 dog parks and has turned into a grant program.

Room to Run (2010 - 2014)

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Pepsi + the crowd

Deal: Every month 1,000 ideas are submitted. The public votes, and the top 32 ideas are awarded grants totaling $1.3MM a month.!!Marketing: !website Pepsi Refresh Everything !TV, radio, print, online - all driving to the website !!Money Donated: $22 Million to fund projects + an additional $1.3 million to fund “Do Good for the Gulf” projects (lasting only one month). !!Outcome: High awareness when they withdrew from the Super Bowl and throughout the campaign (est. $27 million dollars in earned media) however, consistently lost share and volume while the campaign was running and moved to a “Live for Now” message. !

The Pepsi Refresh Project (2010-2012)

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Coke + the World Wildlife Foundation

Deal: Coke will donate $2 million to create a safe refuge for polar bears and match up to $1 million dollars in consumer donations through Arctic Home !!Marketing: !Limited edition cans !:15 spot !text a code on the pack & donate a dollar to Arctic Home !!Money Donated: $3 million dollars !!Outcome: The limited edition white cans were confused with Diet Coke cans and consumers were unhappy (and vocal about it), production stopped and a red variety was used instead.

Coke’s Arctic Home (2011)

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KFC + Komen

Deal: For each pink bucket purchased KFC will donate 50 cents toward an $8 million goal- the largest donation in the history of the foundation !!Marketing: !Pink buckets!Online, social, micro site- Buckets for the cure !!Money Donated: $4.2 million!!Outcome: The campaign raised $2 million in the first week however the community was outraged that such an unhealthy food was used to raise money to help solve a health issue. This discredited Komen and lead to discussions of “pinkwashing” and brought into focus the health issues inherent in KFC’s product.

Buckets for the cure (2010)

Lessons Learned

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Do Do Not

Align the cause with your brand (Brawny, L.L. Bean) !!

Use marketing dollars to address an issue that needs a boost in awareness (AT&T, Pedigree) !!

Identify a specific time period for the project (Brawny)!!

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Aim for scale if the brand doesn’t fit the cause (KFC) !!

Partner with so many organizations that it is hard to identify what the effort is really about (Pepsi)!!

Change the packaging of an iconic brand drastically (Coke) !!

Leave goals for the cause broadly defined (Pepsi) !

The End

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Sources

L.L. Bean A Mission Complete http://blog.llbean.com/2012/10/a-mission-complete/Brawny Wounded Warrior Tie-in Boosts Brawny Brand

Atlanta Business chronicle http://www.bizjournals.com/atlanta/print-edition/2013/02/22/wounded-warrior-tie-in-boosts-brawny.html?page=all

Pedigree Cause Related Marketing goes to the Dogs http://www.prwatch.org/spin/2008/12/8090/cause-related-marketing-goes-dogs

American Express Cause related marketing- the gift that keeps giving? http://csrn.camden.rutgers.edu/newsletters/7-2/stole.htm

Pepsi Why Pepsi canned the refresh project http://www.mediapost.com/publications/article/186127/why-pepsi-canned-the-refresh-project.html

Coke How the white polar bear cans upset coke-a-cola’s cause marketing campaign http://www.triplepundit.com/2011/12/coca-cola-failed-white-polar-bear-cans/

KFC Think Before you Pink! What the cluck?! http://thinkbeforeyoupink.org/?page_id=1011

Nutro Sustainability and community initiatives http://www.nutro.com/about-us/nutro-community-initiatives.aspx

AT&T AT&T to extend It can wait campaign http://www.att.com/gen/press-room?pid=23656&cdvn=news&newsarticleid=35921&mapcode=

Pedigree Pedigree Foundation https://www.pedigreefoundation.org/ !2010 annual report http://www.mars.com/global/assets/documents/7606972010_Annual_Report.pdf