AUGUST 23 – SEPTEMBER 6, 2012 EDITION
A compilation of current cause marketing resources, information and expertise sourced on Twitter to keep you inspired and “in the know.”
THE WORLD WILDLIFE FUND’S SHERI TURNBOW AND A BEHIND-THE-SCENES LOOK AT THE ARCTIC HOME CAMPAIGN STRATEGY
Blog via the Social Strategist that provides a broad recap of the World Wildlife Fund and Coca-Cola’s Arctic Home campaign. Discussed are the “metric driven-goals” which drove the campaign’s success including the combination of critical elements like – Coke’s CEO developing a personal connection to the cause, creating a clear delineation of roles for execution and taking risks in a “go big or go home” kind of way. The blog lists the impressive results of the campaign and for those of you looking for extra credit it also includes a link to a podcast interview about the campaign and the future of cause marketing. A twinfo twofer if you will…
CAUSE MARKETING FROM WALL STREET SPURS JOB CREATION FOR SMALL BUSINESSES
Summary of NYSE’s cause marketing initiative The Big Start Up – with the objective of nationwide jobs-growth. What I like here is that this campaign involves an entire corporate community, not just a single corporation, with the mutually-beneficial goal of giving “large companies access to specialized services and products of small business, and small businesses access to capital and connections to big companies.” It will be interesting to see the results of this effort. This may be one to check back on…
HOW IS CSR FUNDED & CONNECTED TO THE CORPORATE BRAND?
This is the 2nd blog post in a series of posts (a link to the first post is included in this post) by Tim Mohin author of Changing Business From the Inside Out: A Treehugger’s Guide to Working in Corporations . This blog is based on Mr. Mohin’s answers to questions from students of the Applied Corporate Responsibility Class at Harvard University and CSRwire readers. The discussion is about CSR and sustainability but spills over (as it so often does, and should) into cause marketing and branding. Although the focus is more about CSR as a profession Mr. Mohin’s corporate perspective and insight into corporate budgets, valuation of top companies, etc. is highly informative.
‘THE NAKED BRAND’ PUSHES BRANDS TO BE GOOD CITIZENS
This AdAge article is more about advertising (duh,) than cause marketing specifically, but what is important here is the continued and repeated use of terms like – good corporate citizens, transparency and better consumer experience – the usage of which bridges and joins marketing-related industry segments. The article discusses the documentary, “The Naked Brand”, which wasn’t even intended to be a documentary at all but ended up as one as the filmmakers uncovered the ‘story’ of “the next generation of advertising” along the way. Spoiler alert! – the ‘happy ending’ that was ultimately revealed was actually that in our current culture, where consumers expect and demand transparency from companies and their brands, “Being a great company is the new brand because there isn’t going to be anything between you and the reality of that company.” Worth a read for the “huh – that’s interesting” factor alone…
