Case Study Directory, by Tactics: Product-Cause Fit
Product-Cause Fit occurs when consumers perceive a natural association between a cause and a company’s products, services, or mission. For instance, it would be natural for a pet store to host stray-adoption events. Similarly, it would be natural for an auto insurance company to promote free safe-driving resources for teenage drivers.
KFC created the Wall of Hope: A 1.8 meter high, 150 meter long, steel structure consisting of 5,500 empty bellied childlike figures. Donors filled the children’s bellies with coins, demonstrating how every cent of each donation went directly to providing food for a child.
Lifebuoy aims to change the hygiene behavior of 1 billion consumers globally, thereby helping to reduce rising causes of child mortality. Lifebuoy’s ‘Help a Child Reach 5’ campaign reached 3.2 million people. Users wiped off the dirt about 237,000 times. 800,000 Kenyan Shillings collected. Video shared 1.6 million times. 650,807 mentions on social media. 12% engagement rate.
Eye care provider OPSM created Penny the Pirate. Available as a book and an app, Penny the Pirate is the first medical tool that helps Mom’s test their children’s vision as they read them a bedtime story. Kids are getting an eye test without even realizing it.
Plume Labs launched the Pigeon Air Patrol to deliver localized air-pollution data in an engaging and newsworthy way. Tiny air pollution sensors mounted in “pigeon backpacks” monitored air quality and reported the results on Twitter in real time.
Tide Loads of Hope is a disaster relief program. Tide provides a free laundry service for victims in need. After a major hurricane, flood, or wildfire, Tide brings in its signature Loads of Hope truck — which is a free laundromat on wheels.