We all know that consumers have a special bond with brands. Let’s face it; it’s not all necessarily about sales and figures (of course it matters, and it matters a lot, but it’s not the main thing). It is also about giving people what they really want: understanding and giving them something to wish for and making your brand their go-to brand.
A correct communication gets noticed in the media. A good management interlaced with a marketing plan focused on consumers’ desires is even better; it’s a knockdown! Who could compete with that?
When you have a brand that understands and supports social causes that move their target market, there’s nothing to be said but: Good job! According to a Conan Communication study, 90% of the people prefer to buy products that are associated with social causes. It’s a big number that brands can’t ignore. Giving people a reason to engage is one of the best marketing strategies there is. Have no fear in connecting with your consumer.
Social responsibility, communication and a brand driven by the same goal: To connect with people
When it comes to buying a product, people appreciate it, even more, when they feel that they’re helping others. Why? They love to be part of something bigger than them. Don’t we all? It feels right when you are part of a cause or when you become the supporter of a big idea that wants to “change the world and make it a better place”. That social responsibility makes consumers happy and satisfied. But the real questions are: Is the media a part of this? How can communication with consumers help social causes? Is there more to do about this subject?
In 2013 (according to Conan Communications) 89% of Americans changed one brand for another, just because it was linked to a good cause. Incredible, right? So, it seems as if a good campaign can definitely make a difference. Words, seduction, images, hashtags, valuable content can really change peoples’ minds and it can let consumers be part of your brand. Not like a possible client, but like an essential asset to every project.
We can see this in cases like the alliance that RED made (an NGO that struggles against AIDS and has joined major brands such as Apple, American Express, Converse, Beats, Emporio Armani, among others). The funds raised from the sale of the products were intended to go to the Global Fund to fight AIDS, tuberculosis, and malaria. Their campaign motto: “Every time you choose RED we’re closer to a world without AIDS”.
Another case is Toms Shoes (since its inception, the brand has had a social purpose). Their main goal: For every pair of shoes that are sold, they give away another pair to a child who needs them. In 2015, they reinforced this philosophy with the campaign “One day without shoes”, which was about donating a pair of shoes for each photo that users posted on Instagram using the hashtag #DayWithoutShoes. As a result, 296,243 images were published and a great buzz was made around the brand.
Social causes move people towards brands. They make people feel good. They make brands create new strategies that interest their followers. They make people want to be a part of a big change and be able to say: “I helped to make THIS happen”.
Everybody Wins: the Cause, the Followers, and the Brand
A brand that runs a good strategy for a social cause becomes the center of attention, wins credibility and becomes visible to the world. Who wouldn’t want to be a part of this? Social causes move the world. A brand that becomes the voice of something like this, has everything that it needs to succeed: commitment, credibility, real value and an emotional factor that people love.
In social media, it’s all about the connections you make and the differential value you give to your content, so if you decide to give your brand a real benefit, include a strategy that moves around a social cause your target is interested about!