In this episode, Carolyn gives us a behind the scenes look at how cause marketing works, and talks about the history of the movement in Australia. She talks about how everything turned pink in Australia to support breast cancer, and how companies jumped on the bandwagon without giving any real thought to how it aligned with their brand. She tells us why this strategy is flawed, and how the ‘pink wave’ was a setback for the cause marketing movement in Australia.
Carolyn talks about the strategies and stories behind some of the brands who are the best at cause marketing, including Zambreros, Airbnb, Pampers, and Allphones. If you want to learn about the power of cause marketing and how you can strategically align giving within your business, then take a listen. Enjoy!
What You Will Discover in This Episode:
How a trip to London turned into a 10-year career in the advertising industry.
The cause marketing campaign that generated a 60% increase in brand trust.
The misguided giving strategy that set Australia back years.
How giving authentically with a strategically aligned purpose can be a powerful point of difference.
Zambrero’s inspiring mission of giving 1 billion meals to those in need.
How Airbnb used cause marketing to unlock $7 million worth of free media value.
How Pampers’s giving strategy has enabled them to eliminate Maternal and Neonatal Tetanus in 20 countries.
The story behind the success of the Allphones Red Hot Chilli Challenge campaign.