In the past several years, the advertising/marketing industry has undergone huge changes that have created an array of challenges and opportunities: The use of “big data” to target consumers has raised concerns about the collection and use of personal information. The massive growth of “native advertising,” in which ads appear as content, has triggered questions about whether consumers can truly trust brands. Social media and digital advances have given companies direct connections to their consumers, with the power to gain insights and build loyalty. New advertising approaches appealing to consumers’ core values and passions have given companies an opportunity to engage consumers on a deeper and more meaningful level. Those marketers who are using creative power to share messages related to social, environmental, philanthropic and cultural issues are building strong brands for the long-haul and are having a positive influence on the world around us. What is becoming absolutely true is there can be a powerful relationship between corporate responsibility and effective advertising. This presentation centers on the opportunities for advertisers and marketing directors to embrace CSR and gain the incredible benefits derived from a more authentic and meaningful relationship with their customers.
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Big checks
For many companies,
corporate responsibility
was synonymous with
traditional philanthropy.
Write a big check to a
community organization,
and poof!, you’ve done
your due diligence.
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A PR response
Many companies saw
corporate responsibility as
something reactive.
Protesters gathering
outside your office? Time
to make a statement.
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An organizational silo
The CSR or social good
department (if there was
even a department)
operated on its own,
separate from the rest of
the company.
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Today, “social good” has gone from being an extracurricular activity to a core aspect of
business strategy. Increasingly, we’re seeing CSR baked within an organization and the
responsibility team integrated with all other departments, including marketing.
So, why did this happen?
My, how things have changed.
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Consumer demand
More than ever, customers
choose to buy from
companies with purpose.
The business case for
CSR is clear.
55percent of global online
consumers will pay more for products
from companies that are committed
to social and environmental impact
(Nielsen).
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Cultural evolution
Between the local food
movement and exploding
support for the LGBTQ
community, our culture
has grown increasingly
conscious and
responsible.
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• CEOs speaking out proactively on human rights issues.
• Inbound content focused on the social issues that touch a company’s business.
• Customer and employee engagement campaigns around social issues and
volunteerism.
• Commercials focused on the company’s commitment to responsibility.
• Social media engagement around social advocacy.
• An increase in social good-focused storytelling for brands across industries.
Today, we’re seeing deep integration between
marketing and CSR.
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• Oversimplifying complex issues
• Skimping on research
• PR as primary goal
• Not vetting partners
• One-off thinking
• Staying silent
• Failing to measure
The don’ts
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• Authenticity
• Tell stories
• Understanding the why
• Supplement stories with data
• Engage employees and customers
• Thoughtful partnerships
• Connection to business
• Sharing success
The do’s
As well as the opportunity to connect DIRECTLY with consumers.
Marriage equality was led by business first. Now social justice is on the radar – think 100,000 Jobs – Howard Shultz’s new initiative with JC Penney, Microsoft, Target and CVS Health.
Hamdi Ulekaya from Chobani supporting Refugee issues.
Think of the SuperBowl
Introduce part three – explain how these are examples of when marketing and CSR come together in beautiful ways
We Can Be Heroes – Warner Bros. – highlighting new platforms (crowdfunding campaign), using assets to reach and engage consumers– young men
Using data to demonstrate impact – aligning cause with business
EXAMPLE: Dick’s Sporting Goods Foundation’s Sports Matter initiative. The foundation was interested in the issues of underfunded sports teams in the United States, so launched a crowdfunding program for such teams, called Sports Matter. Dick’s not only donated funds, but also leveraged its marketing team, producing both commercials and a feature-length documentary called “We Could Be Kings.”
Talk about Nike example – emphasize powerful content and video
…And some of the not-so-good examples
Not doing your research: alcoholic beverage company Diageo, which owns brands Johnnie Walker, Smirnoff, Tanqueray and Guinness, among many others, donated 34,560 bottles of water – “enough to fill a semi-truck”, as the company proudly proclaimed in a press release about the donation – to the residents of Tulare County, one of the areas hardest hit by California’s drought. A month earlier, an investigative piece in Mother Jones magazine had revealed that most bottled water in the United States comes from drought-ridden California, where Arrowhead and Crystal Geyser are soaking up groundwater, and Aquafina and Dasani are filtering and bottling municipal tap water.
Let’s Talk About Race – good intentions, culturally tone deaf ,
Ill-conceived partnerships
KFC pink bucket
while the endeavor guarantees to bring big money to the cause, this unlikely partnership is rustling more than a few feathers in the breast cancer community -- eating fatty foods, argue some detractors, increases the risk of breast cancer.