American Greetings #ThankList

2018/12/17 0

This Product-Cause Fit case study shows how American Greetings (the world’s largest greeting card producer) launched its #ThankList campaign to promote expressing gratitude.

Aqua Carpatica 'Purity Test'

2018/12/17 0

Aqua Carpatica created a water purity test so that Romanians could self-test water quality for nitrates. Results publicly disclosed water quality problems.

Becel 'Love Letters'

2018/12/17 0

Becel sought to reduce heart disease (and promote Becel margarine) via an emotional message that mothers wouldn’t tune out. Becel appealed to moms with ‘love letters’ from their own children.

Boost Mobile 'Boost Your Voice'

2018/12/17 0

Boost Mobile turned its stores into polling places to make voting more accessible in otherwise under-served (low income and minority) communities.

Canadian Tire #ShovelItForward

2018/12/17 0

Rather than compete on price, Canadian Tire used #ShovelItForward cause marketing to create store preference for low-involvement winter products (e.g., snow shovels, ice scrapers) which otherwise have low emotional resonance. In so doing, Canadian Tire positioned itself as “Canada’s Winter Store.”

CVS Health 'The Last Pack'

2018/12/17 0

CVS Health was the first national pharmacy chain to stop selling cigarettes, replacing them with ‘The Last Pack’: a step-by-step guide to quit smoking.

Dawn Saves Wildlife

2018/12/17 0

Dawn Dish Soap is a premium price product, so P&G uses ‘Save Wildlife’ cause marketing to demonstrate Dawn’s product benefits: effective on oil grease yet gentle on hands (and bird feathers).

Duracell 'Power Those Who Protect Us'

2018/12/17 0

Duracell partnered with the National Volunteer Fire Council to associate Duracell batteries with reliability and supporting local, volunteer firefighters.

Elefant 'Read a Tree'

2018/12/17 0

Elefant, Romania’s biggest online bookseller, used Cause Marketing to encourage readers to reduce the destruction of forests by reading books digitally (concurrently promoting Elefant’s e-books). The ‘Read a Tree’ campaign generated 1.6 million euros of earned media.

Emirates NBD 'Fitness Account'

2018/12/17 0

The Emirates NBD Fitness Account rewarded customers with higher interest rates in return for increased physical activity, as measured by the Emirates NBD fitness app.