Skip to main content

Does Jeremy Lin* Read the Cause Marketing Blog?

Or, How to Make your Company’s Facebook ‘Like’ Campaign a Little Less Gratuitous.

We all know how Facebook ‘Like’ campaigns go. Companies provide a little something-something, perhaps a donation to a cause, and people hit the ‘Like’ button and give up the crazy amount of data that Facebook collects on all of us.

But such promotions have already become pedestrian.

FlyBuys, Australia’s largest loyalty program with some 10 million cardholders and 5.5. million households, wanted to do something a little different.

FlyBuys knew that half of its members were on Facebook and it wanted to engage them there. But how to do it without resorting to a garden-variety ‘Like’ campaign?

FlyBuys created a promotion to ask members to donate 25 million points to Cancer Council Australia. That goal was met in 30 days.

The reason why has to do with the FlyBuys’ history. Since its inception in 1994, members of FlyBuys have been able to donate their points to charity partners, notably to Cancer Council Australia.

FlyBuys members knew therefore that this isn’t just a flash-in-the-pan relationship. The company has a history with the cause.

The result is that during the promotion more than 20,000 members have donated points and some 12,000 have liked the company’s Facebook page.

*I apologize for the gratuitous reference to the Linsational young point guard for the New York Knicks.

Comments

Popular posts from this blog

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…

Unconventional Metrics of Cause Marketing Power

The printed edition of Fortune Magazine runs a regular feature called ‘My Metric’ wherein business leaders identify informal but telling measures of current economic activity.

In the January 17, 2011 Michael Glimcher, CEO of Glimcher Realty Trust cited as his metric an increased number of black cars on the streets of New York City as a sign of the U.S. economy’s (still pending?) resurgence.

That got me thinking, what unconventional metrics evidence the power of certain cause marketing efforts?

One immediately leapt to mind, although only General Mills, which makes Yoplait yogurt in the U.S., can measure it.

The Yoplait lid at left... which I purchased in December 2010... can NOT be redeemed for a $0.10 donation to Susan G. Komen for the Cure. Instead it promotes Yoplait’s sponsorship of Komen’s Race for the Cure events, which are numerous.

But I’d bet you a six-pack of Yoplait Greek Honey Vanilla that people nonetheless still send in some number of the lids above in an attempt to redeem th…

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…