Cause Marketing Works: Tide’s "Loads of Hope" Program a Good Model for Marketers
Lisa Williams is president of MEDIA forte marketing, an online marketing agency founded in 1998. Based in Hood River, Ore., the agency now offers a suite of online marketing strategies for mid-size e-commerce clients with a focus on pay-for-performance. Williams has been featured in Kiplinger magazine, The Oregonian, Glamour magazine and The Boston Globe articles. She speaks at regional and national conferences including SMX, SMX Advanced, SearchFest, Online Marketing Summit, Internet Strategy Forum and InnoTech. Lisa serves on the SEMpdx (Search Engine Marketing Professionals of Portland Oregon) Board of Directors as their Membership Chair. Learn more about Lisa’s speaking and moderating engagements here.
Williams offers this quick tip to marketers:
SERVE THE COMMUNITY — EMPLOY CAUSE MARKETING
If you’re looking for wider reach, online engagement and positive brand building, then cause marketing efforts can be a great way to complement your wider branding program. “Employ cause marketing with your client or company’s branding campaigns,” suggests Williams. For example: “One campaign we like is the Tide ‘Loads of Hope’ campaign, in which they go into communities — such as with Hurricane Katrina victims or wherever there have been disasters — and do people’s laundry. They also give a dollar every time a Tide bottle is sold to that particular cause. They also sell T-shirts and donate 100% of the proceeds.” Then end result is a campaign that helps a major brand do well by doing good — and if the program has a robust online presence, it will also contribute greatly to your search engine marketing initiatives.
Click through to see how Tide is pulling this campaign together on its microsite here.
The campaign is also doing a great job in social media, with over 2.6 million Facebook likes here and over 94,000 talking about Tide and the program at any given moment online.