One of the first business categories to really adopt cause marketing was consumer packaged goods. Those early CPG promotions frequently went something like this: The sponsor would run an ad in a free-standing insert or FSI, which are those booklets of coupons that drop in local newspapers once a week or so. The donation was based on the number of coupons consumers redeemed. So the pitch was, 'get cents off your purchase while some more cents go to a cause.' Naturally, the FSIs served as the principal form of activation for the promotion
Now Naked Juice, a consumer packaged goods company with a long history of cause marketing, is activating their current effort via social media. At left is their Twitter page. About every fifth tweet is one that features the #gooddeeds hashtag.
They switch up the wording, but all the tweets with the #gooddeeds hashtag mention that you can get a coupon at nakedjuice.com/gooddeeds. Point your browser there and up pops a $1-off printable coupon. There’s also a cute little slide show actuated by a slide bar that explains the cause marketing promotion in less than 10 slides. Too bad you can't just show the coupon on your mobile to the store cashier.
There is a pound of produce in every bottle of Naked Juice, we’re informed. So for every coupon printed, Naked Juice will donate a pound of fresh produce to an underserved community, up to 100,000 pounds. Sound familiar?
And, we learn, Naked has…um… seeded the effort with a donation of 50,000 pounds of produce to underserved communities. That’s smart. It shows that the cause is going to do fine no matter what.
The promotion gives off a wonderful sort of “back to the future” vibe. And that vibe was made all the more palpable when I realized that the company that is administering the Naked Juice coupon is none other than SmartSource, one of the two main players in the FSI business!
Labels: Activation, cause marketing, Cause Marketing Activation, Free-Standing Insert, FSI, lump sum donations, Naked Juice, Social Media, Twitter