According to Edelman’s 2010 goodpurpose study, the traditional marketing mix consisting of Product, Price, Placement and Promotion has, if not should make some room to embrace a new adoption to the age-old family of four. Meet the fifth “P”: Purpose.
Let’s look at some sexy stats to help set up this story, shall we?
- When choosing between two brands of equal quality and price, social purpose continues to rank as the number one deciding factor for global consumers above design, innovation and brand loyalty
- 66% are more likely to take action in supporting a company with a purpose by recommending its products or services
- 64% believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business
It’s no surprise to see several companies integrating cause marketing by placing efforts into doing good and helping social and charitable causes. Traditionally, companies would pump in “Purpose” into their brands through cause marketing by teaming up with a non-profit organization. Fast forward into today’s digital era and we see the game-changing role social media has played in shifting the landscape of cause marketing. Enter Cause Marketing 2.0, where brands and non-profits are able to spread their message in new ways through the power of social media and user-generated content. Thus, establishing their position in their own legitimate right.
The success of Tom’s “One Day Without Shoes” video campaign is a fascinating case study and excellent representation of what a beautiful marriage between social media marketing and cause marketing looks like. Toms Shoes is a for-profit, buy-one-give-one shoe company with a social cause.
Based on a simple idea of empowering others to become your video advocates and channeling the power of pull marketing, Toms leveraged YouTube by asking users to create their own original videos endorsing the campaign. There was a strong response ranging from skateboarders to YouTube guru Mitchell Davis and even celebrities Kirsten Bell and Jonas Brothers.
Better yet, watch this inspiring campaign video to see for yourself!
The big wins that define the success of this compelling movement:
- YouTube users indirectly promoted the product by default, generating buzz and building brand awareness
- This platform costs way less than traditional outlets like TV and out-of-home billboards, effectively allowing Tom’s to keep expenses lean and trim
- Tom’s has settled nicely in a unique and established position of being in the middle ground between charity and big business
- Customers support the movement by actively participating in events and even being advocates and ambassadors for the brand
I myself am a proud owner of a pair of Tom’s shoes. Initially, I was attracted to the style and comfort of the product. But upon discovering the story behind the shoes, my willingness to purchase just spiked off the chart. I remember wearing them one day and receiving a compliment about them from a complete stranger. Without hesitation, I immediately shared the story about the cause. What can I say? It does feel good to participate in something that raises awareness for a good cause, especially one that is preventable and actually possible to fix. So, after my passionate plug, the stranger and I went our separate ways and I was left with this rare and delightful “A-HA!” thought: Cause Marketing 2.0 done right is pure marketing magic.
