Every day, care

Campaign: Every day, care 
Company: Whirlpool
Nonprofit Partner: None
Launch Date: November 2014

Campaign:

Whirlpool brand has launched the Every day, care Project, a program that includes a series of “social experiments” to demonstrate the value of everyday tasks done with love. For its first “social experiment”, Whirlpool is sharing a video showing the story of a “sandwich generation” family with a mom taking care of both a child and her own parent (video here or below). Whirlpool has partnered with Upworthy to distribute the video and is using the #EveryDayCare hashtag to encourage consumers to share their own moments of care.

Our Take:

This type of feel-good brand platform featuring poignant stories of real people is becoming increasingly prevalent and a method to watch. Whirlpool is effectively and authentically associating its everyday products with a powerful emotion: caring. The campaign microsite takes the opportunity to share what it’s doing to care for others via its partnership with Habitat for Humanity as well. Will it move the needle on brand loyalty or sales? We can’t wait to find out!

Fight Ebola

Campaign: Stop Ebola
Company: Facebook

Nonprofit Partners:  International Medical Corps, the International Federation of Red Cross and Red Crescent Societies and Save the Children, UNICEF and NetHope
Launch Date: November 6, 2014

Campaign:

If you logged onto Facebook today, you might have noticed a new message at the top of your newsfeed asking you to make a donation to help stop Ebola. The campaign comes on the heels of Mark Zuckerberg’s personal $25 million donation to the CDC Foundation and is comprised of three components: a user donation solicitation asking users to donate to one of three charities; a collaboration with UNICEF to educate users on the signs and symptoms in targeted regions; and a collaboration with NetHope to provide emergency voice and data services to medical and aid workers in Guinea, Liberia and Sierra Leone.

Our Take:

It’s not very often that Facebook throws its hat into the cause marketing ring, but this effort proves respectable and robust. Not only is Facebook using their greatest asset to raise funds, they’re collaborating with expert NGOs to both share information and leverage technology for the benefit of the effort. Having Mark Zuckerberg make a personal ask (and donation) also lends authenticity to this effort (see video below or here). Adding a visible tally of donations made might help increase the social proof element of this campaign. What’s your take on this new Facebook initiative? Weigh in with your comments below!


Jockey Being Family

Campaign: Jockey Being Family
Company:  Jockey International 
Nonprofit Partner: Various Adoption-Focused Charities
Launch Date: November 4, 2014

Campaign:

During National Adoption Month, Jockey International is raising awareness, funding and support for post-adoption services via their “Jockey Being Family” initiative. Three dollars from the sale of a plush teddy bear as well as 1% of sales from Jockey.com and the Jockey catalog will be directed to the company’s nonprofit partners. At retail, customers are encouraged to donate $1 at the register for the cause. To date, Jockey Being Family has donated more than $4 million to the post-adoption services cause.

Our Take:

Jockey CEO Debra Waller was adopted and has made post-adoption services the company’s signature cause. We bring this particular initiative to your attention because of its unique cause focus, one that works for the family-focused brand. In our cause-cluttered marketplace, simply having a unique cause area of focus can pique consumer attention and interest. These unique cause niches may necessitate additional explanation, but are worth exploring for companies looking to differentiate their cause brand.

Little Brown Bear Bangle

Campaign: Little Brown Bear Bangle
Company: Bloomingdale's and Alex and Ani
Nonprofit Partner: Child Mind Institute
Launch Date: September, 2014

Campaign:

For the fifth year, Bloomingdale’s and the Child Mind Institute are teaming up to bring the Little Brown Bear plush by Gund to shoppers. Two dollars from the sale of each $18 bear benefits CMI. New this year is an added element and partnership: an Alex and Ani Little Brown Bear bangle. The exclusive bangle is available in Bloomingdales locations and online at Bloomingdales.com only through December. Twenty percent of proceeds from the bangle will go to CMI with a minimum donation of $25,000. The bangles (minus the “B” charm) will be available at Alex and Ani locations in early 2015.

Our Take:

Alex and Ani’s Charity by Design team began a partnership with CMI through the company’s established wholesale partnership with Bloomingdale’s. The multi-partner campaign is an excellent way to spread the important message of children’s mental health using the well-known Little Brown Bear icon as the messenger. A fantastic example of two companies combining their brand power and affinity around a cause and a special time of year for mutual benefit!

Olive Garden Round Up for BGCA

Campaign: Olive Garden Round Up for BGCA
Company: Olive Garden (Darden)
Nonprofit Partner: Boys and Girls Clubs of America
Launch Date: September 22, 2014

Campaign:

Olive Garden's most popular promotion – Never Ending Pasta Bowl – is back for the 19th year, and this time it’s layering on its first-ever cause marketing promotion. The Olive Garden is asking guests to round up their checks in support of the Boys & Girls Clubs of America through November 9th. To kick off the campaign, 700 Olive Garden restaurants surprised kids at their local BGCA clubs with pasta, breadsticks and salad.

Our Take:

According to Chad Royal-Pascoe, National VP of Corporate and Cause Partnerships at BGCA, it was critical to keep this campaign simple and streamlined for Olive Garden employees and non-intrusive for Olive Garden customers. Here’s how they accomplished both: Customers are greeted by a banner announcing the partnership when they enter the restaurant. Their server will be wearing a ribbon reminding them to round-up (shown at right). When presented with their bill, diners will see an info card about the campaign (shown below) as well as a line item on the receipt itself for consumers to add in a donation amount. Visible and simple yet low pressure. We’re excited to see what this first-year effort will reap for both company and cause!