6 Pillars of Effective Cause Marketing
Based on our white paper on the subject, Six Pillars of Effective Cause Marketing Campaigns explores six critical components to ensure a successful cause marketing campaign. They are:
- The cause must align with your brand,
- Finding your voice,
- The need to be transparent and authentic,
- Be relevant and intentional,
- Reach people where they are, and
- Measure success against defined metrics.
Over the next few weeks we will explore each pillar, and then compare and contrast well known examples of cause marketing campaigns that have either been successful in their use of specific pillars or have failed to use them and have suffered a PR backlash or consumer outrage due to the error. For example, we show how Yoplait's Lids for the Cure campaign has been very successful, while Kentucky Fried Chicken's Buckets for the Cure was a PR challenge to say the least. We provide clear cut examples and best practices on how to set yourself up for success with your cause marketing campaign.