The Art of a Good Cause Marketing Strategy-- Cool Message, Credible Celebrities, Brand Partnerships

When you think of some of the top cause related marketing campaigns right now what comes to mind?… probably Bono’s (RED) Campaign for HIV/Aids, the Susan G. Komen’s Pink Campaign for Breast Cancer Awareness and this month’s Go Red Campaign (Red Dress) for the American Heart Association.

So how did they all make such a successful campaign… well here are the 3 most common variables:
• A cool and comfortable message with the cause
• A credible celebrity advocate
• Partnerships with Other Brands

COOL MESSAGE
This might sound strange, but people either need to relate to a cause they are not ashamed of like Heart Disease or Breast Cancer; or they need to feel comfortable talking about it like HIV/Aids and Malaria. Many diseases unfortunately sometimes have uncomfortable stigmas where people don’t want to associate with them. Creating a tagline and image around the disease that allows for people to feel comfortable promoting it without ultimately being accused of having it can be key (I know this sounds awful but before you can get people to be comfortable you have to make them feel comfortable). Why do you think so many of the cause programs relate to a color not the cause? It allows a sense of comfort… eventually the campaign will get there and with more awareness comes education.

CREDIBLE CELEBRITIES
One way to jump-start the cool and comfortable factor is by sharing stories of celebrities that are inflicted with the disease or who want to associate themselves with the cause. If celebrities are willing to let everyone in the world know about their disease that automatically helps ease some other people’s tensions about admitting their infliction. Plus with celebrities’ circles there is more room for donors, sponsors, and events to increase fundraising and awareness. Here are just some top celebs and the causes they have associated themselves with:
• Bono- (RED) Campaign, HIV/Aids
• Elton John- Aids
• Heidi Klum- Red Dress Campaign/American Heart Association
• Reese Witherspoon- AVON & Breast Cancer Awareness
• Oprah Winfrey- Angel Network
• Paul Newman- His own causes funded by Newman’s Own products
• Michael J. Fox- Parkinson’s Disease
http://www.celebcauses.com/

BRAND PARTNERSHIPS
The (RED) Campaign is arguably doing the best job of this right now… with cool brands ranging from Converse to Apple to Armani to Gap… they are picky and they can be--the brands who have associated with (RED) have seen an increase in their sales in short periods of time. (RED) even recently hosted a pop-up store with all of its red products in NYC during the holidays. Ultimately this partnership of co-branding has given a boost in revenue for the brands and the charity without having to “solicit” money.

The Red Dress campaign also did a great job, tying in brands like Campbell’s Soup to create a dual partnership with Nicole Miller and Jane Krakowski from 30 Rock. Nicole designed 3 dresses and consumers got to vote on their favorite. The winning dress was worn by Jane on the red carpet and every vote counted towards $1 towards the Red Dress Campaign. A credible fit and one that created a human interest to Campbell’s Soup and V8 brands that are beneficial for heart health.

Causes can do many things from intimate fundraisers to social gatherings, but to create a multi-million dollar campaign that truly gets noticed throughout the country and the world the three common variables tend to be: Cool Message, Credible Celebrities and Brand Partnerships (in that order!)