Skip to main content

HUGO Fragrances ‘One Fragrance, One Tree’ Cause Marketing Campaign

In a world where much of the air stinks, HUGO fragrances wants to help.

When you buy specially-marked packages of HUGO Element (on the left) or HUGO Man fragrances, HUGO will pay for the planting of one or more than a dozen species of trees in the Amazon rainforest.

The campaign is meant to mitigate pollution in the earth’s atmosphere, rainforest deforestation, and rising CO2 levels.

The campaign is in support of the Pur Project, a kind of collective led by social entrepreneur Tristan Lecomte. Pur members plant tree seeds, nurture them in nurseries, and transplant them to one of three plantations in tropical Peru or Bolivia. The labor required puts locals to work in both countries.

The packages of HUGO Elements and Man are coded such that you can enter an access number and see exactly where your tree is planted on Google Maps!

Cool!

I like this campaign a lot. It makes good use of the ‘buy one, give one’ (BOGO) paradigm that is so compelling.The cause itself is solution-based. That is, it’s not a bunch of lawyers suing people for environmental change. (Not that there’s anything wrong with that).

The cause is strategically appropriate for the people who buy and wear HUGO fragrances, and you can see…at least in a non-specific way…what your donation has done. I also appreciate that a number of species are being planted, thus keeping Pur’s plantations from being monoculture.

It would be nice... and probably dull... if there was a way of tracking how much CO2 your tree was removing from the atmosphere. But as I understand plant science, most trees don’t come into their own as CO2 removers until they are quite mature.

At the risk of being curmudgeonly, I was a little put off by the electronic club music that provided the music bed for the slideshow that explains the campaign.

I know I’m not HUGO’s target market, but another 30-seconds of that track and I would have had to take an ice pick to my eardrums.

All in all, a really cool campaign.


(In the interest of full-disclosure, my company, Alden Keene, provided some counsel on this campaign to Proctor and Gamble, which licenses, manufactures and distributes HUGO fragrances.)

Comments

Popular posts from this blog

The Alden Keene Cause Marketing Stock Index Dramatically Outperforms Other Indices

There are stock indexes galore; the Dow, S&P 500, the NASDAQ Composite, the Wilshire 5000, the FTSE, and hundreds more. But how would an index of the stocks of companies that do a meaningful amount of cause marketing perform compared to those well-known indexes? Pretty well, as it turns out.

I first floated the idea of a stock index that would track companies that do cause marketing back in 2009. I tried to figure out Yahoo Pipes so that I could put the feed right into this blog. But alas sometimes the geek gene does fall pretty far from the tree.

So I talked to programmers to see if I could find someone who could do the same, but it was always more than I was willing to pay.

Finally, last week I hired a MBA student to do it all in a spreadsheet, and what do you know but that over the last 15 years a basket of 25 cause marketing stocks dramatically outperforms the Dow, the S&P 500, the NASDAQ Composite, and the Wilshire 5000.

The index, which I call the Alden Keene Cause Market…

Pimping for Constant Contact

OK, not pimping really. More like a gentle noodge to nonprofits and the companies that love them that it’s time to start email marketing.

I was invited to a local presentation on email marketing from Constant Contact, the Waltham, Massachusetts email marketing outfit whose target market is small businesses and nonprofits.

They offer a cause-related marketing campaign called Care4Kids meant to benefit children’s causes. Constant Contact customers are invited to nominate worthy 501(c)(3) children’s charities to receive a free account along with the training to create an effective email campaign.

Non children’s charities are probably still eligible for charity discounts. If you’re outside the United States you might be able to induce Constant Contact to consider your cause. Alternately, you could suggest a similar program to email marketing vendors in your home country.

It goes without saying… I hope… that every nonprofit needs an email marketing component. Email marketing is a good deal lik…

An Interview with Cause-Related Marketing Pioneer Jerry Welsh

Jerry Welsh is the closest thing cause marketing has to a father.
In 1983 after a number of regional cause-related marketing efforts, Welsh, who was then executive vice president of worldwide marketing and communications at American Express looked out his window in lower Manhattan at the Statue of Liberty. The Statue was then undergoing a major refurnishing, and in a flash Welsh determined to undertake the first modern national cause marketing campaign.
I say modern because almost 100 years before in January 1885, the Statue of Liberty was sitting around in crates in New York warehouses because the organization building the pedestal ran out of money. And so Joseph Pulitzer, the publisher of the newspaper called The World, proposed a very grassroots solution reminiscent in its own way to Welsh’s cause-related marketing.
Pulitzer ran an editorial promising he would print the name of everyone who donated even a penny. Sure enough pennies, along with dimes and nickels, quarters and dollars, …