how brands can deliver, navigate and measure the impact of their campaigns
DESCRIPTION
Panel presentation at SB\'10 Conference in Monterey, CA, by Maureen Isern of Moped Productions, Susan McPherson of PR Newswire, Aria Finger of DoSomething.org and Parker Blackman of FentonTRANSCRIPT
Cause Marketing
How Sustainable Brands can deliver, navigate and measure the impact of
their campaigns: Using profound story telling, audience
targeting and strategic partnerships
Sustainable Brands 2010Maureen Isern, Aria Finger, Lisa Witter and Susan
McPherson
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Only 13 percent of respondents aiming at that goal said they were very successful in achieving it;
one fifth of all survey respondents felt their company was not getting appropriate credit for their philanthropic efforts;
and a quarter were uncertain about whether they were being credited.
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Moped Media ProductionsJune 9, 2010 9
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$461,716.54
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$461,716.54
Increase Your Green Case Study
How 'Sustainable Brands' can Deliver, Navigate and Measure the
Impact of their Campaigns:
Using profound story telling, audience targeting and strategic partnerships
Lisa Witter, Maureen Isern, Aria FingerModerated by Susan McPherson
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Celebs Involved 2010
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Campaign Results• 2009:– 379 schools participated– Over 50,000 teens involved
• 2010– Over 1200 schools registered on
IncreaseYourGreen.org– 50million+ media impressions
created– 143,000 students involved in IYG
projects
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Do Something 101Case Study
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2008 & 2009 Results• 750+ print publications• Segments on 450+ local market programs• 870+ local radio stations• National recognition on VH1, GMA,
People magazine• Over $750,000 worth of supplies
collected
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Key Takeaways1. Make it easy2. Build a true partnership3. Involve teens in creating the program4. Long term commitment is key5. Celebs still drive press6. Don’t forget snail mail7. Active involvement drives most engagement8. Be responsive9. Celebrate teens10. Mobile can be about more than just donations
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The 10 Minute Activist Marketing Workout
Lisa Witter ([email protected] @lisamwitter)Chief Strategy OfficerJune 9, 2010
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corporations
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activist staff
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activism
• Think like an activist• Act like an activist• Create activists for your brand
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target women
• Control $28 billion in spending, 83% of all consumer
decisions.
• Value(s)-driven consumer.
• 80% of women are mothers by age 40.
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• Donate more
• Volunteer more
• Vote more
• 2x as likely to pass along information
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target women = activists
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health: top of mine for her
• Downturn and well-being consciousness has caused women in particular to rethink their health and its relationship to status and happiness.
• 94% of women define personal success as being “emotionally healthy” and “physically healthy,” respectively.
• Is health the new wealth for women?
• 75% women say they try to eat healthier compared to 59% of men, for example.
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case study
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• Start-up: earned media (mainstream and bloggers) and SEO
• Earned media at every BPA study
• Partner with NGO
• Discount coupons weren’t enough for real collaboration
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challenge
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95% of baby bottles on the market contain a hormone-disrupting chemical called Bisphenol A, or BPA for short.
By 2006 BornFree was already a top-seller among a core customer demographic.
But they wanted to expand their sales more by raising their profile in the media and connecting with moms on Main Street.
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approach
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1. Position yourself in media as consumer advocate:
To be a brand leader and be a go-to source for the media, BornFree needed to play more of a leadership role as an outspoken advocate against toxins like BPA.
Speaking as business entrepreneurs rather than as environmentalists.
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2. Activist with the activists:
Expert testimony when a key California state senate committee heard arguments on a proposed ban of Bisphenol A in early April 2008.
approach
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3. Seize activist moments:
National Institutes of Health released report on the hazards of BPA.
Full-page ad in USA Today and leveraged the reporter relationships to cycle into coverage about the growing market for safe alternatives.
Soon after the NIH release, Canada announced a nationwide BPA ban, another opportunity we seized by alerting Canadian press to BornFree.
approach
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• Authentic partnerships with NGOs.
• Can barely keep up with sales.
• Media: real source.
results
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You already have “friends” when you-know-what hits the fan.
activist advantage
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Listen and be in dialogue with your activists.
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Embrace your inner old-school and new-school activist.
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activist marketing 101
• Make sure your 'values' house is in order -
clear up any ethical challenges;• Choose programs and initiatives that are
tied-in with the business – yet still authentic;
• Make a long-term, significant commitment to achieving business results combined with societal results;
• Move beyond "checkbook philanthropy;"• Create "ownable" programs;• Engage consumers and other
stakeholders;• Mobilize employees to support the
program; and• Know what success looks like and
measure it.
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