Making Your Brand More “Human”

M A R K E T I N G S T R AT E G I E S :

S O C I A L G O O D A N D R A N D O M A C T S O F K I N D N E S S

F R E E D P L A N N I N G T E A M

J U N E 2 0 1 1 L U N C H & L E A R N

90% of consumers want companies to tell them the ways they are supporting causes

83% of Americans wish more of the products, services, and retailers they use would support causes services, and retailers they use would support causes

85% of consumers have a more positive image of a product or company when it

supports a cause they care about

MAKING SUSTAINABLE BUSINESS DECISIONS

FOR THE GOOD OF OTHERS

Social Good

TOMS is a company that matches

every pair of shoes purchased with a

pair of new shoes given to a child in pair of new shoes given to a child in

need. One for One.

http://www.toms.com/one-for-one

Locations

The Results

� TOMS sold 10,000 pairs of shoes in their first year.

� TOMS gave the One Millionth pair of new shoes to a child in need in September 2010.

� In 2007, TOMS was honored with the prestigious People’s Design Award from the Cooper-Hewitt National Design Museum, Smithsonian Institution.

� TOMS received the 2009 ACE award by Secretary of State Hillary

� TOMS now gives in over 20 countries and works with charitable partners in the field who incorporate shoes into their health, education, hygiene, and community development programs.

� TOMS received the 2009 ACE award by Secretary of State Hillary Clinton, which recognizes companies’ commitment to corporate social responsibility, innovation, exemplary practices, and democratic values worldwide.

http://www.facebook.com/toms?sk=app_215433941803222

The Information Blanket

� Result of effort to harness creative power of PSFK’s 1

million + creative readers by NYC agency BMB

� UNICEF creative brief: alleviate issues faced by

Community Health Workers in third-world and developing

countriescountries

It then occurred to us that most babies, regardless of

socio-economic status, race or ethnicity, have a blanket of some

sort. As several of us are parents here at BMB, we thought back to

when we were becoming parents of a newborn and how

unprepared we felt. That was the light bulb moment – sometimes unprepared we felt. That was the light bulb moment – sometimes

even the most educated and prepared parent can forget or not

know some very basic information. We knew we needed to create a

powerfully simple, utilitarian idea that could benefit both parents

and newborns. Thus, the Information Blanket was born.

The Information Blanket

� Dr. Spock book in condensed, illustrated form

� Health instructions, ranging from basic directives ("Breastfeed 8-12 times a day”) to friendly reminders ("Don't forget to schedule your doctor appointment”) to advice on how to spot a sick child ("Warning signs: unconsciousness, convulsions, appointment”) to advice on how to spot a sick child ("Warning signs: unconsciousness, convulsions, fever...”)

� Printed in the mothers’ native language on double-knit, North Carolina cotton and accompanied by simple graphic icons for those who cannot read

Give one! $25http://theinformationblanket.org/give-one/

Get one! + one for Uganda: $40http://theinformationblanket.org/buy-one/

Random Hacks of KindnessHacking for Humanity

� Brings together expert programmers and volunteers with a broad set of skills in software development and design

� Goal is to produce practical, open source solutions to development problems

� Accept suggestions of problems to work on solving� Accept suggestions of problems to work on solving

� Founding partners include NASA, Google, Microsoft, Yahoo

Random Hacks of KindnessHacking for Humanity

� Solutions include:

� Distaster Felt System: lets victims of disasters upload their location

and other information from their GPS enabled device to be retrieved

by rescue workers

� Navigation of emergency vehicles in Indian cities with high traffic Navigation of emergency vehicles in Indian cities with high traffic

density

� Facilitating the collection of leftover food from restaurants, events,

etc. to be redistributed

Store that buys, sells, and trades clothes & accessories with customers

Tokens for Bags Initiative:

Shoppers are encouraged to take a Token instead of a bagShoppers are encouraged to take a Token instead of a bag

� 5 cents donated per token to a customers charity of choice

� $380,000 has been generated since 1994

� 7.6 million plastic bags have been saved

S M A L L B U T M E A N I N G F U L G E S T U R E S T H AT O P E N U P

C O M M U N I C AT I O N B E T W E E N C O N S U M E R S A N D B R A N D S .

Random Acts of Kindness

Random Acts of Kindness (R.A.K):

� Use different channels to personally communicate with

customers

� Are not actually that random – focused & meaningful

� Changes thinking: "Have a point of view on the world,

not a position in the category.”

� So, what does it mean for us as marketers?

Identify needs before they are even realized.

Solve an impending issue/tension.

R.A.K 101

� Genuine

� Personal

� Compassionate

Shareable

What makes “Random Acts of Kindness” a viable strategy, and/or brand experience?

Human touch (values, trust)� Shareable

� Generous

� Meaningful

� Real

1. Human touch (values, trust)

2. Information (locations, interests)

3. Sharing (experiences)

KLM “Surprises”

� Social media: Twitter,

Foursquare

� “Don’t just attach a smiley

face…”- KLM

� 1,000,000 impressions on � 1,000,000 impressions on

Twitter

� More meaningful brand

awareness through

personalized contact

http://surprise.klm.com/

Edge Shave Gel

Edge Shave Zone

� Product Positioning: Anti-Irritation Campaign

� 234 people benefited from the R.A.K

� #soirritating � Hashtag was used 6,800 times� Hashtag was used 6,800 times

� 1,500 followers in 3 months

� Media buzz, campaign extension throughout 2011

Prizes Included: iPads, Cereal, Computers, Dancing Panda YouTube video,

Spanish/English dictionary: all tailored to specific irritations

Mars’ Random Acts of Chocolate (R.A.C)

� The RAC Campaign uses

Facebook to engage, share

and interact with Canadians

� Sweepstakes for chance to

receive 1 of 3 $10,000CDN

donationsdonations

� 50,000 coupons for a FREE

chocolate product

� 2,300 entries for 2011, this is

an on-going campaign

Discussion

� How can we increase engagement between our brands and their customers?

� Identifying opportunities for our clients� Imperial Sugar

� Support BIF, giveaways

� IKEA� IKEA� Donations, recycling, trade-ins, counter/tracker for charities, own a category

� MountainKing� Food bank partnerships, preparation infographic, meal pairing wheel

� Redstone� Collect used sporting equipment for donation

� Car Dealers� Courtesy shuttles, leave surprises in car after service, iPad while waiting

“GIVING DOES NOT JUST FEEL GOOD,

Most Engaged Lunch-N-Learner

Award

“GIVING DOES NOT JUST FEEL GOOD,

BUT IT’S REALLY, REALLY GOOD FOR BUSINESS,

AND IT’S GOOD FOR YOUR PERSONAL BRAND.”

— BLAKE MYCOSKIE (TOMS)