SXSW 2020
Why Most Cause Marketing is BS and How to Fix It
Description:
Over 70% of US consumers say they’d rather buy from brands that stand up for social causes. But only 12% can actually remember which causes their “favorite" brands are standing up for. Why the massive disconnect?
Despite brands spending millions of dollars to tout their "greater purpose," most Cause Marketing campaigns are short-term, ineffective, half-hearted BS.
To make a real impact on your bottom line, brands need to make a tangible impact on social issues—not just "start a conversation" that ends with the next Cannes cycle.
In a rapid fire, PechaKucha-style session, advertising + nonprofit expert Amy Small breaks down the keys for making Cause Marketing work: from baking it into your brand's DNA, to shifting your definition of success from social mentions to social impact.
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Takeaways
- Cause Marketing can’t be a one-off "campaign." For real social & business impact, it needs to be ingrained in your culture, practices, and policies.
- Involve your consumers in your cause-driven efforts, don’t just create content to pat yourself on the back. Empower them to drive change with you.
- Shift success metrics from impressions & engagement to actions & impact: money raised, lives saved, goals reached. Results speak louder than buzz.
Speakers
- Amy Small, VP, Creative + Brand Strategy, Media Cause
Organizer
Amy Small, Vp, Creative + Brand Strategy, Media Cause
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