||The Home Depot and Kellogg’s both have their aprons on and are using this recipe for success:
1 part cause + 1 part crowdsourcing + 1 part social media
Smells good to me!
|No joke, on April 1, 2011 (April Fools’ Day), The Home Depot launched Aprons in Action, a new initiative that leverages the power of Facebook and crowdsourcing to take it’s nationally recognized volunteer program, Team Depot, up a notch.|
“Each month, Aprons in Action will feature four community improvement projects completed by Team Depot, the Company’s associate-led volunteer force, and a local nonprofit organization. Each project team has determined the additional work it could do with more funding and volunteer assistance from The Home Depot Foundation. Facebook users will vote on their favorite proposed project, and the winner of a $25,000 Home Depot gift card will be selected based on number of votes, the impact of the prior project to the community, and the originality of the proposed project . As a finalist in the Aprons in Action Program, each nonprofit receives $5,000 in Home Depot gift cards. After 11 months, each of the monthly winners will again be featured on Aprons in Action and the public will determine which project deserves a grant of $250,000. Runner up grants of $150,000 and $100,000 will also be awarded.”
The Home Depot clearly understands the benefits of engaging its internal audiences in the company’s cause work via its Team Depot program which creates meaningful, life-long relationships between the brand, its associates and its local communities.
Adding social media (250,000+ Facebook Fans) and crowdsourcing (voting) components to its employee volunteer program is like handing each of it’s passionately committed associates, non-profit partners and Facebook fans a giant cyber-megaphone to sing its praises.
While Home Depot’s online voting program concept is, by no means, a new cause marketing idea, it will likely still achieve it’s goals of increasing brand loyalty in local Home Depot communities, online and with its own associates. OK, so it’s not necessarily a new idea, but that doesn’t stop it from potentially being an effective power tool in your marketers’ tool box—sorry, couldn’t help myself with the tool references!
From work aprons to kitchen aprons…
Kellogg’s Share Your Breakfast campaign is a fresh, creative approach to cause consumer engagement. It also uses the 1 part cause + 1 part crowdsourcing + 1 part social media recipe.
Each time a breakfast is shared with Kellogg’s via photo upload, description or text, Kellogg’s shares breakfast with kids in need by supporting Action For Healthy Kids.
Mom’s across the country love this initiative which seeks to provide 1 million breakfasts to children in school who might otherwise miss out on the most important meal of the day.
Kellogg’s micro-site is simple and engaging – not to mention that the pictures are fun to look at! I am now looking forward to making a smiley face on my next bagel!
The campaign also enables moms to get involved via mobile, Facebook and Twitter (#ShareUrBreakfast).
This initiative is powerful and effective because it offers a simple way for moms to make a tangible impact for a cause that matters to them in a way that is fun and educational for their children. The connection between sharing breakfast, ending hunger and the Kellogg’s brand is also completely obvious and logical.
This cause marketing effort is scattered, smothered and covered in good strategy….mmmmmmm, where’s the closest Waffle House?—sorry Kellogg’s!
Chime in below with campaigns that you find delicious or unpalatable that are also using this same recipe: 1 part cause + 1 part crowdsourcing + 1 part social media