TOMS for Target

Campaign: TOMS for Target
Company: TOMS, Target
Nonprofit Partner: American Red Cross, Feeding America, Canadian Red Cross Disaster Relief, Food Banks Canada and others
Launch Date: November 16, 2014

Campaign:

Cause darling TOMS is partnering with Target to create a new holiday collection of clothes, shoes, and home goods, all with price tags under $50. The TOMS for Target collection features more than 50 items and will be in U.S. and Canadian stores as well as online starting November 16th. Each purchase will generate a donation of shoes, a blanket or meals in partnership with charities including the American Red Cross, Feeding America, Canadian Red Cross Disaster Relief and Food Banks Canada.

Our Take: 

Just when you thought the TOMS brand couldn’t get any more widespread, the Buy One Give One model goes even more mainstream with a hefty presence at Target. The TOMS name has become synonymous with the “one for one” model, carrying instant consumer recognition. This partnership is a smart bet for Target, which can capitalize on the TOMS brand affinity to drive sales and simultaneously polish their existing cause halo. This isn’t the first time Target has partnered with a cause brand, however. They promoted a similar collection with FEED in the Spring of 2013. Beyond increased customer reach, what’s in this partnership for TOMS? Any risks to the cause brand? Weigh in below!


Want More Engagement? Make Cause Your Centerfold

Scentsy brand manager Dan Orchard

Scentsy brand manager Dan Orchard

Scenty's Fall/Winter cause centerpiece: their first cause product back by popular demand called Ribbons of Hope benefitting the National Breast Cancer Foundation in the U.S. 

Scenty's Fall/Winter cause centerpiece: their first cause product back by popular demand called Ribbons of Hope benefitting the National Breast Cancer Foundation in the U.S. 

Scentsy is an emerging leader of the direct-sales landscape. With nearly 200,000 independent consultants selling candle-warmers and other home fragrance products via a party-based model, the company has partnered with nonprofits to create cause-branded products since 2010 to raise over $3.2m for charity, drive sales and unify their sales force.
 
We caught up with Scentsy brand manager Dan Orchard to learn about their cause marketing lessons learned. Here's what he shared:
 
Make Cause Your Centerfold
Scenty's core values are authenticity, simplicity and generosity. The final value espouses "giving more than you take" and their biannual cause products were created as a way to unify consultants to rally behind a cause.

One of Scenty's biggest sales tools is their printed catalog. When cause products are released, they're featured in the centerfold to ensure prominent placement and consultant participation. This placement has paid off: cause products are very often the season's best sellers.

Roosevelt the Rabbit (partner March of Dimes) was so popular it sold out and had to be reordered to meet demand.

Roosevelt the Rabbit (partner March of Dimes) was so popular it sold out and had to be reordered to meet demand.

Tailor Products to Match the Cause
Scentsy has learned that their best-selling candle warmers are those that incorporate a beautiful design as well as benefit a cause. Early in their cause journey, they created a warmer benefitting a children's charity featuring a child-focused design, suitable for a child's bathroom. It didn't sell nearly as well as those warmers that could be put in any room of the house with a more subtle cause design.

Because children are important the brand, they developed a plush "buddy" product that holds fragrance packets. Now when they partner with children-focused charities such as current partner March of Dimes, the buddy cause product is naturally child-centric.

Use Cause to Unite Competitors
Part of Scentsy's success has been in empowering women to easily own their own business. In a sales model that involves signing up others in a "downline", there can be an inclination toward competition. The cause product lines allows the entire field to rally behind a cause and encourages consultants to share best practices. Consultants also advance in rank within the company by participating in selling the cause product line.

Take a page from the Scentsy playbook: make cause your centerfold, tailor products to more closely match your cause partners and use cause to unite competitors.

Team CIBC's #IceBucketChallenge

Campaign: Team CIBC's #IceBucketChallenge
Company: CIBC
Nonprofit Partner: ALS Canada
Launch Date: August 27, 2014

Campaign:

Today Canadian bank CIBC's Senior EVP David Williamson threw down a new kind of cause marketing #icebucketchallenge: for every employee (there are 40,000!) that takes the challenge and posts it to Facebook or Twitter, CIBC will donate $100 to ALS Canada.

Our Take:

As the ice bucket challenge continues its phenomenal rise (at last report, it had reached $94million), we've seen all sort of creative brand and CEO engagements but very few cause marketing campaigns. CIBC's employee challenge makes the effort more Canadian by offering a donation to ALS Canada and throws down the gauntlet to employees with a donation incentive.  Check out the video here or below! What other brands have mastered the #icebucketchallenge?


Underawareness

Campaign: Underawareness
Company: Kimberly Clark's Depend brand
Nonprofit Partner: The Simon Foundation for Continence and United Way Worldwide
Launch Date: August 9, 2014

Campaign:

Depend brand has launched a new cause marketing campaign called Underawareness, aimed at reducing stigma around bladder leakage. The brand will donate $1 (up to $3 million) over the next three years to The Simon Foundation for Continence and United Way Worldwide for hash tagged photos and videos shared on Twitter and personal videos made about underawareness tagged and uploaded to YouTube.

Our Take:

Pairing a cause with a humorous and light-hearted approach (see video below) to an embarrassing health issue is a smart move for Depend. The brand plans a fully integrated campaign including TV advertising, print and out-of-home advertising and digital partnerships. Probably key to the success of the campaign is the free Depend sample available via the campaign website, linking product trial to consumer engagement. The long-term focus of the initiative also bodes well for making a dent in reducing stigma and encouraging trial.


Treasure&Bond

Campaign: Treasure&Bond
Company: Nordstrom
Nonprofit Partner: Girls, Inc.
Launch Date: August 2014

Campaign:

Nordstrom has rolled out its first ever charitably-focused private label brand called Treasure&Bond. Five percent of the net profits from sales of Treasure&Bond merchandise will go to a nonprofit organization that's empowering women and girls with the first partner being Girls, Inc (through December 31, 2014). Currently available online and at 86 stores around the country, the line is named for the company's NYC-based philanthropic store which gave more than $200,000 to local charities over the course of the two years it was in business.

Our Take:

Welcome, Nordstrom, the world of retail cause marketing! When the philanthropic Treasure&Bond store closed in 2013, a spokesperson described the venture as an "experiment". Based on the conservative rollout of this private label brand, it appears the retailer continues their cautious cause experiment with this latest venture. We'll be interested to see how the line is marketed to customers and how the retailer chooses to tell the social impact story behind the brand.