Dawn and Ducks: Excellence in Cause Marketing

It is extremely difficult for a company to turn an oil spill into a positive marketing opportunity. However, that is exactly what Dawn did with its Dawn Saves Wildlife campaign. The initiative was not a new idea because Dawn has been donating bottles of dishwashing detergent to save animals from oils spills for decades, but despite saving thousands of animals the efforts received very little attention. This all changed after the devastating oil spill in the Gulf of Mexico. Dawn took this tragedy as an opportunity to up the ante on their campaign and the its strategic timing was crucial. At the time, many people across North America were upset about the devastation caused by the oil spill. Synergy PR believes Dawn was successfully able to swoop in and save the lives of animals and enhance its brand reputation. After the spill, Dawn rolled out an extensive advertising campaign that featured animals being rescued by Dawn dish soap and shed light on wildlife rehabilitation. The dish soaps were repackaged to feature marine animals and shared statistics about wildlife rehabilitation. Additionally, Dawn pledged to donate a dollar per bottle to wildlife conservation efforts if customers entered a code on their unique Dawn Saves Wildlife website. Once on the website, the customer could get information on what else they can do to help.

The Dawn Saves Wildlife campaign is identified as a corporate cause promotion because the goal of the campaign is to educate key audiences on the impact of oil on the environment and make the public aware of wildlife rehabilitation practices. Dawn aims to raise awareness that may lead to action. The company donates to both the Marine Mammal Centre and the International Board Rescue to promote conservation, research and educational programs. Furthermore, the company’s Facebook page provides downloadable lesson plans for teachers and parents to share with children. By educating the next generation, Dawn has a better chance of impacting society’s awareness of the issue and the potential for improvement in the future. 

Dawn has used a variety of different tactics for its cause promotion campaign since the spill in the Gulf of Mexico. Synergy PR finds the social media presence Dawn has established in recent years particularly impressive. The social media strategy has created an interactive environment that provides  a wealth of information and directs the reader to other applicable resources. The Facebook page is by far the most well developed and successful medium. The Dawn Everyday Wildlife Champions page strives to create a community of people who are passionate about the cause. Once you "like" the page you can discover or promote wildlife events in your community, connect with others who care about the cause and stay current on new developments. Although the Twitter account has an underwhelming number of followers (less than 5, 000 followers), it has excellent content. The tweets effectively share wildlife conservation stories and news articles. A quick search reveals that many people on Twitter are aware of Dawn's campaign and are sharing their approval of it. Similarly, the YouTube channel features the iconic commercial that started the campaign and links to the partner charities’ websites.

The Synergy PR team believes that this cause promotion campaign definitely meets and exceeds its goals. Dawn took a fresh spin on the trend of environmental protection with the Dawn Saves Wildlife campaign. This cause promotion campaign is so effective because it highlights the product’s core benefits. The dish soap is effective at cutting grease and oil, but is also safe and gentle on skin. This is displayed flawlessly through its advertising campaigns. The advertising demonstrates that that product is equally as effective at saving oil-soaked ducklings as it at cleaning crusty lasagna pans. It implies that if the soap is gentle enough to use on baby animals it is certainly gentle enough for your hands. The connection that Dawn makes works perfectly and positively promotes the brand. The company benefits greatly from this association since people are generally passionate about animals and the environment. It is very likely that this cause promotion campaign has increased brand recognition and loyalty across a variety of demographics for Dawn. Most importantly, this cause promotion allows Dawn to be viewed as more than just a dish soap company. This is something no other competing brand has been able to establish so successfully. It allows Dawn to be seen as a tool that saves the lives of animals and helps clean up the negative effects of environmental disasters.

Dawn’s successful cause promotion campaign has achieved the rare feat of elevating a household cleaner into something more meaningful. Despite the energy industry's best efforts it is likely that there will be more oil spills in the future, the Dawn Saves Wildlife campaign will be relevant for years to come. The association between Dawn dish soap and its wildlife conservation and rehabilitation goals is invaluable. The well-executed campaign was strategically timed to maximize impact and it has had excellent continuing results. In addition to elevating it’s own brand image, Dawn is also providing meaningful contributions to a worthwhile and meaningful cause. 

MAC Cosmetics Making a Difference with Lipsticks

Cause-related marketing is a staple in our day and age. You see campaigns that have a broad range of products and services that are being promoted to raise funds for an even broader range of causes and charities.

One company that stands out from the rest is MAC Cosmetics (MAC) and its extremely successful Viva Glam campaign. For every lipstick or lipglass that is sold, the company donates all the profits to the MAC AIDS Fund (MAF). The campaign is unique because very few companies actually donate every cent of their profits to a charity. In most cause-related marketing campaigns only a portion of the profit is donated.

MAC Cosmetics is a cult make-up brand that was created and launched in Toronto, Canada in 1984. It is now one of the leading cosmetic brands in North America with stores spread across the continent. Although the brand was initially targeted towards make-up professionals, its popularity quickly grew and it became available to everyone. Aside from their renowned products, the company is also highly known for its innovative and vocal marketing campaigns.

The MAF is an independent charity that was started in 1994. The charity supports pioneering organizations around the world that work to help individuals in underprivileged locations who are living with or affected by human immunodeficiency virus infection/acquired immunodeficiency syndrome (HIV/AIDS). They focus their funding to provide vital services that may not be easily accessible in many third-world countries where the pandemic is increasing. HIV/AIDS is a global problem and MAC and MAF are working together to make a difference. As stated on the MAF website, over $270 million has been raised so far in the fight against HIV/AIDS.

Click here to take a look at some of the amazing programs and services MAF offers.

 

So, why is the Viva Glam campaign so successful?

Well, at Synergy PR, we think it is because MAC doesn’t shy away from its commitment to the cause and its call to action. It makes it known that when you purchase MAC Viva Glam lipsticks the entire profit will be going to the charity. This is quite a honourable thing for a company to do if you consider the backend costs they still acquire. The Viva Glam campaign is a large annual campaign that includes branded packaging, online marketing by MAC and MAF, print advertisements, and radio and television promotion. This budget is spent knowing that MAC will cover all the cost on their end to help further the cause. What other company out there can say they are doing the same thing?

This is also beneficial to MAC because unlike many other companies that do cause-related marketing they don’t face as much criticism. Critics sometimes say that large companies do this kind of marketing to take advantage of charities just to further promote their brand or products. However, it is clearly evident by the investment that MAC is making that this is not the case. Another factor that deters critics is that MAC and MAF are sister organizations. MAC started its own charity so it cannot be said that it is taking advantage of a charity in need. This also makes sure that MAC and its brand are perfectly aligned with the charity that is being supported by the cause-related marketing initiative. 

Another reason that this cause-related marketing campaign is so successful is the iconic celebrities that are its spokespeople. Every year MAC chooses a celebrity (or two) that is popular at the time and also passionate about the cause. Then a whole campaign is created around the celebrity’s public persona. The products are created to reflect the celebrity’s personality and the celebrity is pictured on all the promotional materials. The celebrity in some cases will do radio or television interviews to promote the campaign further. MAC uses the celebrity’s public image to attract their fans and the attention of media to a worthy cause. This way fans can support their favourite celebrity and a worthwhile charity at the same time. It might also introduce new customers to the product that may not have been MAC customers before, but they will be now because of a celebrity’s alignment to the brand.

Nicky Minaj and Ricky Martion - 2013 Spokepersons

Notable celebrity spokespersons for MAC have ranged from Lady Gaga, Christina Aguilera, Sir Elton John and Cyndi Lauper. This year’s campaign stars Nicki Minaj and Ricky Martin.

Watch here for a behind the scenes look of the 2013 Viva Glam promotional shoot.

One more reason the cause-related marketing campaign is such a success is that its advertisements are known to push the limit by being more provocative and sexy. Although some may see this as a draw back of the campaign, we think it’s a very smart move. The truth is that sexy sells and today advertisements get more attention if they go this route. Plus, when you add celebrities to the mix it becomes an even bigger seller. This has clearly worked for MAC and its Viva Glam campaign because its advertisements can be found in almost every magazine and on billboards across the continent.

Overall the partnership between MAC and MAF has helped thousands and thousands of people all over the world struggling with HIV/AIDS. And even more so, the campaign has been able to spread the awareness of the disease and maintain consistent attention for the cause.

The campaign is also beneficial for both MAC and MAF. MAC is able to increase its brand awareness with new potential customer pools and it proves that it is committed to giving back. It is also seen as an innovative company, which keeps its customers and the public interested. MAF obviously benefits from the funds it receives to implement its programs, but it also benefits from the awareness raised and the association with the brand itself. The alignment between the two also incorporates a mutual goal, which is to empower women all over the world.

When you are able to create a campaign that has been successfully raising money for a charity for almost 20 years, you know you are doing something right. MAC’s cause-related marketing campaign is definitely an example that other companies can look up to.

A win-win! Shell Canada’s support for their Aboriginal neighbours

Shell has an excellent reputation as a leader in supporting socially-oriented organizations all across the country and around the globe. From partnering with safety-oriented nonprofit groups that aim to teach high-school students the dangers of drinking and driving to funding health foundations that provide Medicare access to the homeless; Shell’s social investment portfolio is as diverse as the communities in which they operate.

What sets Shell apart from North America’s oil and gas giants is the company’s commitment to enhancing the lives of aboriginal peoples. Through Shell Canada-sponsored scholarships, Indigenous people with a passion for helping their fellow community members now have an opportunity to learn about Aboriginal Leadership and Management at The Banff Centre.

Shell Canada’s partnership with The Banff Centre offers leadership courses to Aboriginal people with a vision for building strong communities while helping to grow the local economy.

Eight different programs under the Banff Centre’s Aboriginal Leadership umbrella, teach participants how to “plan, strategically implement and develop their vision for institutions and communities, and lead more effectively”. Adding to the uniqueness of the program, the curriculum model is based on “revitalizing the indigenous nationhood” and was developed in response to a needs assessment survey and a think-tank comprised of past members.

Photo captured by The Banff Centre. 

The program begins with exploring the pathway to local independence, identifies how to create institutions containing a strong cultural component reflective of aboriginal traditions and finally, providing direction on “realizing the dream through strategic planning, implementation and measurement”.

Five additional courses teach the foundations for developing skills and knowledge around building solid and sustainable aboriginal nations and organizations within a First Nation community. Some of the courses in the secondary stream include Indigenous Women in Leadership, Negotiating Skills and Training and Leading Teams: Good Governance for Council and Boards.

Offering Shell-sponsored scholarships to program participants demonstrate a genuine commitment to the growth and skills development of their indigenous neighbours that inturn support the operations of Alberta’s oil sands region.

Under Shell Canada and their joint venture owners Chevron and Marathon’ s Athabasca Oil Sands Project (AOSP), the services of Aboriginal suppliers and contractors have consistently been acquired for the Jack Pine and Muskeg River Mining operations in Fort McMurray and the Scotford Upgrader refinery located east of Edmonton.

In a press release issued on June 11, 2011 Shell announced that under the AOSP, more than $1 billion has been spent on Aboriginal contractors in just six years of the project’s history.

The $1 billion milestone was achieved through harnessing the services of over 70 Aboriginal businesses whose expertise lay in “different technical areas, facilities management, bussing, camps and catering and waste management”. That was two years ago and the preference to hire local Aboriginal businesses under from the Shell’s AOSP remains a top priority for the company.

The Shell-sponsored Indspire Awards. Photo from Shell.ca. 

Further to developing the skills and talents of its Aboriginal neighbours by scholarship offerings to The Banff Centre, Shell has sponsored a number of different First Nations-focused events and initiatives. Most notably, the Indspire Awards that recognize and celebrate the accomplishments of Indigenous people.

The Shell supported Fort McKay Steps Forward program councils community members on how to reach their career aspirations by participants getting their GED and/or completing post-secondary education.

Continuing on with Shell’s commitment, the company has recently announced its contribution to building the cultural area in the Athabasca Cree First Nation’s Elder Care Centre. Located in Fort Chipewyan, the centre allows Elders to stay in the community and pass along their traditions to the next generation. Additionally, Shell Albian Sands has employed a number of Fort Chipewyan community members who are transported to site by the company’s fly-in-fly-out program.

By incorporating the diversity of local populations into Shell’s workforce, the company is able to create further understanding of its rigorous efforts to offset environmental impacts and support for community initiatives. These efforts are communicated to employees and then cascaded out into the community. In essence, Shell is creating corporate ambassadors by employing strong internal campaigns.

Furthermore, Shell sponsoring the training and development of its Aboriginal neighbours is a win-win situation not only for improving the quality of life for First Nations people, but it allows this population to be viable contributors to the local economic mix. Shell isn’t a boastful organization when it comes to their strong social investment programs, rather, they let their far-reaching community support speak for itself.

Best practices in online donations

40 years ago The Alex (2013) opened its doors to Calgary’s most vulnerable citizens. It’s a not-for-profit organization whose main focus is providing the homeless and those with low income the necessary medical services and access to shelter that they otherwise would not be able to obtain on their own. The Alex is thought of as a leader in the areas of health and housing and has a Community Health Centre.   

Effective fundraising websites have interactive elements to generate engagement with donors. Upon opening the home page of The Alex Gifting Change website, it grabs the attention of the reader with images and content that packs an emotional punch. Founder of Social Media Fundraising Club and Charityhowto, a website offering training webinars and other resources for nonprofits, John Haydon, shares his expertise on why you “don’t just post photos post stories.” The Alex Gifting Change website cleverly placed Images of innocent and poverty stricken little girls that pulls on the heartstrings of viewers. The content selected for the donor page is strategically crafted to engage people through rhetoric. Additionally, the website clearly describes how to donate money to assist with daily living and ultimately become what The Alex calls a change-maker.

At Mount Royal University, Computer Mediated Communication class with Scott Cressman, we discussed what elements make a website effective and how to use target-audience specific content and visuals. For example, we discussed the art of rhetoric including ethos and pathos when designing an online web platform. John Haydon outlines five methods to improve website content through effective use of text and imagery. Furthermore, Cameraon Chapman, professional web and graphic designer as well as author, explains exactly what a non-profit website needs to offer viewers in order to secure their interest and maximize potential for donations. In addition to interactive elements, Chapman says non-profit websites should offer organized and valuable information for all identified publics as well as ensuring the website’s purpose and content is clearly explained. 

The Alex Gifting Change site allows donor to choose what type of gift they want to give from the following selections: hope, survival, dignity, and health. This provides the donor with the decision of how they are going to make a difference, ultimately keeping them involved in the process. The website also categorizes which gifts or items are in highest demand in order to make the decision of what to donate easier for those who are interested in helping but may not know how they can do their part. In addition, testimonials are written by clients that tell

donors exactly how they have impacted the lives of those in need. 

The Alex is also conscious of how donors make decisions and understands that budgets are important. The webpage contains a donation budget-filter widget so donors can select a price point and make a budget-savvy decision. Donors can be ensured that their donation online will be received safely and their information kept private as the site only uses PayPal payments. The Alex should go a step further in providing donors with peace of mind by clearly stating that their personal information will not be shared or made public, however, they have not done this. 

The Alex Gifting Change website effectively uses two-way interaction to engage with donors on Twitter, Facebook and YouTube. Social media icons are integrated into the site to enhance potential donor opportunities by engaging a larger audience. These tools also provide outlets to raise general awareness about the organization celebrate their successes and communicate their outstanding needs to local and global communities.

Posted by Michelle Cahoon