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....
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