Skip to main content

Sometimes More is More in Cause-Related Marketing

Less doesn’t always mean less. Sometimes in life there’s an inverse relationship between resources and creativity. For instance, Einstein didn’t need the Large Hadron Collider to figure out relativity. Then again, sometimes less is less. And that’s certainly true of this promotion from Henkel.

This doubletruck FSI page from August 10, 2008 is more a promotion than a cause-related marketing campaign. But there is a cause element. The page features pictures of kids heading back to school and promises that some lucky school is going to win $25,000.

School cause-related marketing in the United States is a well-trod path. Both Campbell’s and General Mills do it to great effect. Henkel could do a whole lot worse than emulate either one.

The promotion is not tied to sales of any of Henkel’s products. Rather it’s contest driven. You point your Internet browser to henkelhelps.com and write a 200-500 word essay on what your school could do with that lone prize.

For one school $25,000 is a meaningful amount. But for the promotion, one prize of $25,000 is almost a joke in a country where there are 55,965 public and private schools in grades K-12.

And the essay contest is almost certain to turn this into a pity-fest, especially when there’s just one winner. (If I were to lay early odds, I’d place my bet on some school from one of the areas affected by the Mississippi River flooding in June.)

Henkel did a similar campaign last July involving the cleanup of a community. In my review I found the campaign notable for its lax copyediting.

Here’s my free advice to Henkel and its agency: call a cause-related marketing professional. Call Barkley or Cone or Vert or…well… Alden Keene. But do get some help with your cause-related marketing. Because you’ve now got two strikes against you.

Comments

Popular posts from this blog

Top Eight Cause-Related Marketing Campaigns of 2007

Yeah, You Read it Right. It's a Top 8 List.

More cause-related marketing campaigns are unveiled every day across the world than I review in a year at the cause-related marketing blog. And, frankly, I don’t see very many campaigns from outside North America. So I won’t pretend that my annual list of the top cause-related marketing campaigns is exhaustive.

But, like any other self-respecting blogger, I won’t let my superficial purview stop me from drawing my own tortured conclusions!

So… cue the drumroll (and the dismissive snickers)… without further ado, here is my list of the eight best cause-related marketing campaigns of 2007.

My list of the worst cause-related marketing campaigns of 2007 follows on Thursday.


Chilis and St. Jude Children’s Research Hospital
I was delighted by the scope of Chilis’ campaign for St. Jude Children’s Research Hospital. As you walked in you saw the servers adorned in black co-branded shirts. Other elements included message points on the Chilis beverage coas…

Profile of Cause Marketing Veteran Joe Lake

Blogger's Note: What follows is a profile and interview I wrote of Children's Miracle Network co-founder Joe Lake, who was recently installed as the CEO of the Starfish Television Network. This originally appeared in the Salt Lake Enterprise on Monday, May 11.

Lining the walls of the office of Joe Lake, the new CEO of the Starfish Television Network, a 501(c) (3) public charity and television network founded in 2006 and headquartered in Midvale, are pictures of the many celebrities he has worked with.

There are pictures of Joe with Goldie Hawn, Sidney Poitier, Jeff Bridges, Bill and Hillary Clinton, Rob Lowe and Walter Cronkite, and affectionately-autographed publicity stills from Bob Hope and Rich Little.

It’s something you’d expect in the office of a Hollywood agent, or at a celebrity hangout in Manhattan, or Chicago or Vegas. But the Starfish Television Network, whose mission is to tell the stories of nation’s nonprofits in a way that educates, entertains and inspires its audi…

50 Cent, Cause Marketer

Curtis Jackson, aka rapper 50 Cent visited the horn of Africa in September 2011 hosted by the United Nations and committed to provide 1 billion meals to the World Food Programme over the next five years, funded in part by several cause marketing efforts.

The Horn of Africa has a lot of problems right now, nonetheleast of which is that starvation there is rampant, long-term drought is endemic, and working institutions are few.

Since the UN's World Food Programme can manage to deliver a meal for about $0.10, Jackson has basically committed to donating $100 million (or 200 million 50 cent pieces). That's a very big number.

He gave his commitment a kick start with a donation of $350,000. Like him on Facebook, and when he reaches 1 million new likes, he’ll donate another $1 million.

50 Cent is also tying the sales of his Street King energy drink to the World Food Progamme (WFP). For every bottle sold, 50 Cent will donate one meal.

Street King competes with 5-Hour Energy Drink, a ca…