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Digital Marketing has changed how brands market their products. It has completely transformed the playing field, so companies have to come up with new ways to try reach their customers. To make matters worse, Digital Marketing is evolving at an exponential rate and Customers’ expectations on companies and brands are increasing. Human behaviour has changed and is continuing to change how brands do marketing. Between social media, video, photos, infographics and interactive content, consumers are saturated with content. Nowadays, brands are competing not just against brands with similar products, but for your customer’s attention and money. Companies are now trying harder than ever to create niche content to attract attention to their brand. Innovation and creativity is now a priority, brands are being forced to produce campaigns that can deliver a real value for consumers. This value-driven concept of marketing is called as Marketing 3. 0. Customers want to feel connected, hence the growth of human centred campaigns around real people from a variety of different backgrounds.
Companies are now creating what we call a social good campaign. There are many benefits of running a social good campaign such as brand engagement, brand trust and the ability to spark conversation online. A brand that creates successful social good campaigns makes it easier to develop a relationship of trust. Consumers have more chances to support a campaign that supports a cause they believe in. This increases the chances for an improved credibility for the brand. It Increases exposure: If a brand’s goal is to make an impact and reach a wider audience, then social good campaigns can bring them closer to their objectives. The focus on significant issues along with a marketing campaign can boost word of mouth, especially if the campaign contains an emotional element. Associating the brand with a purpose: Branding goes beyond one marketing campaign. However, if a social good campaign is powerful, then it can help a brand gain an association with a message and a set of values that can bring further success. As cultural conversations around labelling intensify, River Island have taken their own stance, banishing labels to clothes and not the people who wear them. River Island’s #LabelsAreForClothes campaign is a social good campaign, which promotes a product by involving a social action, to help improve lives and solve the problems that are important in communities.
River Island noticed the the change in the marketing world and their newest campaign recognises the diversity of their customers. Josie Cartridge, Customer Director at River Island, “I’m proud to be part of our most exciting ad campaign to date. In recent years we have witnessed a shift in the market and the attitudes of our consumers – they want to express themselves and not be defined by convention. ” “The LABELS ARE FOR CLOTHES campaign is our recognition of this welcome movement. We aim to continuously evolve as a brand and ensure that our campaigns are the truest possible representation of the modern River Island customer”.
Lush’s Valentines Day campaign in 2017, photographed same-sex couples enjoying their new range of bath bombs and bubble bars, posting them on Twitter, Instagram and its website homepage. This advert captured love between two people, intern creating an emotional connection between the brand and the audience. The campaign went viral and social media users went wild with praise for the adorable pictures. To the LGBT community it was more than just a photograph of a gay couple, it was Lush’s stand in support of LGBT rights as human rights. Simple yet effective campaign, putting the customer at the heart of the product.
Having branded themselves the frontrunners in new sports’ produce and discoveries, with the latest addition to their lines, they are certainly surpassing expectations. Nike released their new ‘Pro Hijab’ for Muslim women Nike as a brand just proved that it got strong believes in human diversity and cultural competence than some political leaders. The new Nike spring 2018 Pro Hijab Collection sends a strong message about the nobility of sport that shouldn’t differentiate between any skin colour, gender or race. Sports only knows passion, ambition and dedication. If marketers have one lesson to learn from the Nike Pro Hijab. It should be about how a brand should adapt itself and the products offered to meet the customers’ need. We shouldn’t expect the consumers to change their lives to meet the brand’s product or fashion line! Empowering women with more than just a product, but rather a solution to their needs while both professional and everyday Muslim athletes helped create the Nike Pro Hijab.
In February 2017, when the US federal government announced a travel ban on seven muslim-majority nations, Airbnb launched its “We Accept” campaign, promoting the accommodation brand’s commitment to non-discrimination. One of the simplest, most talked about ads during this year’s Super Bowl was from Airbnb. There were no celebrities, Hollywood-sized special effects, or complex commercial narrative. It was just a collection of portraits – faces of men and women of all colours and nationalities – with these words: “We believe no matter who you are, where you’re from, who you love, or who you worship, we all belong. The world is more beautiful, the more you accept. #weaccept”. Each host and guest on Airbnb was asked to agree to the Airbnb Community Commitment, which says, “I agree to treat everyone in the Airbnb community — regardless of their race, religion, national origin, ethnicity, disability, sex, gender identity, sexual orientation, or age — with respect, and without judgment or bias”.
The #WeAccept campaign was Airbnb’s 3rd largest driver of Earned Impressions of all-time at over 87 million. On Twitter, #weaccept was the #1 used advertiser hashtag used during the Super Bowl, as Airbnb generated over 33k tweets during the first half of the game, more than any other advertiser, with overwhelmingly positive sentiment. Reactions to the overall campaign were 85% positive (based on Airbnb internal tracker).
Their Facebook and Instagram content supporting the campaign was shared over 90, 000 times and received over 500k likes. We saw a 13% increase in site visitors (US and Canada) the week following the super bowl, as well as a 7. 2% increase in site visitors (US and Canada) in the month following the Super Bowl. ConclusionBrands are now having to learn to connect with potential customers in a thoughtful, compelling and unique way. The brands that are doing this, are reaping in the rewards. Creating a campaign centred around real people are helping brands engage and connect with their audience. It is estimated that 33% of consumers are choosing to buy from brands that are doing social or environmental good.
Brand activism is not expected to disappear in 2018 and that’s why it makes a great opportunity for more companies to embrace the idea of social good. Purpose-driven marketing can bring a greater connection between the brand and the consumers, provided that the message is sincere and relatable. It’s not just about jumping on the bandwagon of brand activism by following the news, there needs to be a bigger connection between the brand’s value and the message they want to create.
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