CAUSE MARKETING MWW CAPABILITIES
MWW will ensure your issue is the one people are talking about – the one that matters most. Because when people are talking about your cause, they’re also talking about your brand. Cause marketing is first and foremost an expression of corporate values. It’s about mattering more – not just in the marketplace, but as a member of the community. While cause marketing is about doing good deeds, it also influences corporate reputation and stakeholder relationships – that is, the relationships with employees, customers, corporate partners, and the communities where you do business. Years ago, building a successful cause marketing program meant creating bold, cash-intensive programs focused on bolstering corporate reputation. Then, after the economic recession, it transitioned to being more consumer and digital focused. Today, an effective cause marketing program must tap into the creativity and passions of all audiences – internal and external – integrating seamlessly with the work your company does. With so much competitive noise and the attention of key audiences deeply fragmented, there is an overwhelming need to focus on authenticity and consistently reigniting relevance to make programs “sticky” and build emotional bonds. When done right, cause marketing leads to: • Brand building • Consumer, community, and employee engagement • Traffic to your retail stores or online destinations
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OUR TEAM HAS PROVEN EXPERIENCE GETTING RESULTS THROUGH CAUSE MARKETING INITIATIVES • Generated widespread media coverage of OfficeMax’s flagship program, “A Day Made Better,” in key markets and extended the program in the brand’s hometown by developing a partnership with the Chicago Public Schools system and securing Chicago Bears star Brandon Marshall as a program spokesperson; the program resulted in over 55 million impressions. • Developed “A+ Parents for A+ Kids,” a community initiative for McDonald’s franchise owners in the NY area to boost childhood literacy and deepen community ties – the program surpassed its objectives by reaching 650,000 consumers, directing nearly 52,000 visitors to the campaign’s website, and generating over 100 million media impressions. • Guided Jimmy Dean to redefine its culture with its first-ever cause marketing campaign to help end childhood hunger by partnering the brand with Share Our Strength’s No Kid Hungry® Campaign; MWW developed and executed an integrated launch strategy, including a focused one-year effort to build awareness and excitement with employees and several consumer activations online and offline. • Over the course of a seven-year partnership, MWW has worked with Samsung Mobile to generate brand awareness through several of its CSR programs, including Hope for Education, Wonders of Wireless In-school Education, Four Seasons of Four, and its in-school education and recycling program “March to a Million.”
83% OF AMERICANS SAY THEY WISH BRANDS WOULD SUPPORT CAUSES, AND 41% HAVE BOUGHT A PRODUCT BECAUSE IT WAS ASSOCIATED WITH A CAUSE. Carmichael, Matt: Stat of the Day: 83% Want Brands to Support Causes. AdAge, 2012
For more information, please contact:
Alissa Blate
Global Practice Director / Executive Vice President, Consumer Lifestyle Marketing 201.507.9500 | alissa.blate@mww.com | www.mww.com
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