Always wanted to empower Saudi women by giving them a voice. On April 15, Always launched the first ever online march, #MoveForTomorrow, in a country where public demonstrations are banned. Results: 100,000 new Facebook fans; 5,500+ new Instagram followers; 4.6 million social media impressions.
The Proud Whopper was sold at a single San Francisco Burger King restaurant, to coincide with the city’s Gay Pride Parade. The Proud Whopper generated: over one billion media impressions (worth $21 million of earned media), 7 million video views, 450,000 blog mentions, and became the number one trending topic on Facebook and Twitter.
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.”
It’s Beautiful — Coca-Cola’s 2014 Super Bowl commercial featuring a culturally and linguistically diverse America — was coordinated with social media outreach to 87 million people. The commercial was the #1 trending topic on Facebook during the Super Bowl and for the 2 days after.
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).
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