Research and experience clearly demonstrate that one of the greatest determinants of success in a cause marketing campaign is the fit between the cause and sponsor. But what does ‘fit’ mean? If you’re a book publisher can you only work with literacy charities? If you make food, can you only partner with hunger charities? If you sell computers can you only work with schools? And what if you make Twitter apps but want to conduct cause marketing, who do you partner with? These and other questions came to me when I say this campaign from Fisher-Price benefiting the Wildlife Conservation Society , which I saw advertised in the Jan 2009 issue of Parenting magazine. Infant and baby toymaker Fisher-Price … started in 1930 in the fore-throes of the Great Depression, by the way…has been owned by Mattel since 1997. Fisher-Price offers a whole collection of wild animal-themed baby and infant toys it calls Precious Planet . This isn’t transactional cause marketing. Rath...
Dedicated to highlighting and dissecting the best and the worst cause marketing promotions and campaigns.