Align your brand with social causes to boost customer loyalty with branded merchandise.
Engage audiences with Awareness Campaigns
Consumers respond to brands that connect to social issues they care about.
Let's face it, social issues dominate today's landscape and can make or break a brand. We don't have to look further than Bud Light's whirlwind spring or the Cleveland and Washington sports franchise name changes to see the dangers of today's culture. That doesn't mean that companies need to shy away from social responsibility issues, on the contrary brands can win loyalty by connecting to customers through issues they really care about.
By creating campaigns that educate and encourage consumers to get involved in supporting those causes, companies can make a positive social impact and strengthen their reputation in the marketplace.
Surveys find that 87% of consumers would purchase a product because a company advocated for an issue they care about - a number that can get any brand manager's attention. On the flip side, 76% would refuse to purchase a product if they found out a company supported an issue that went against their beliefs. Yes, that's also a big number but if brands align with causes that aren't overly polarizing, the big picture win is still available to build loyal customers.
Companies that prioritize corporate social responsibility are seen as more ethical and trustworthy by consumers, which generates positive word-of-mouth marketing and raving fans.
Key Tips for Successful Awareness Campaigns
Choose the Right Cause: Look y'all, the cautionary tales are abundant of brand managers steering the ship in to the maelstrom, so sail for calmer seas! Consider the interests and values of your target audience and select a cause that they are likely to care about and isn't super polarizing.Look to brands like Slowtide, The North Face and MiiR who embrace sustainability and giving back as a means to connect.
Partner with a Relevant Charity
Finding the right charity builds credibility to your campaign. And more importantly can provide additional resources and support to the campaign.
Building that partnership also adds another marketing channel to help amplify your messaging. Brands like iCool partner with Shelter to Soldier, a non-profit that rescues dogs to train as service animals to vets.
Create Engaging Content
Content is still king, and you have to be seen to make an impact - hey, I'm writing this for that reason myself! Your campaign should include engaging and informative content that educates your audience about the cause you are supporting. Tell them the WHY!
Create interactive social posts, blog articles, videos and leverage branded merchandise to really drive home the messaging in ways that can impact their daily lives. Use sustainable apparel from brands like Allmade and eConscious to help amplify environment causes.
Make it Easy to Get Involved
Your campaign should include clear and easy ways for supporters to get involved. Have sign-ups posted throughout social media, making sure to promote donations, volunteering, etc. so that your audience can jump on board quickly. Consider branded promotional giveaway items that complement your digital promotions to show appreciation and build excitement. Look to branded gifts to key stakeholders for giving their time and effort to the campaign.
Lastly, measure your impact and make sure to publish it. It's important not only to your stakeholders but to your audience that there be some sort of impact on the social issue that your campaign is championing. This will build trust through transparency and demonstrate your Brand's commitment, thereby encouraging brand loyalty and hopefully a significant ROI.
Yes there are some inherent dangers in taking on a social cause, but when planned correctly and executed, Brands can win not only at the registers but with their customers. Ask one of our Brand Experts to help design custom merchandise for your next social awareness campaign, we're here to help!