Social media has changed the landscape of how customers communicate with brands and organizations. One-way to encourage loyalty and to show customers that they are trustworthy and honest is by creating a social good campaign. Now more than ever brands are taking advantage of their reach, prominent roles and resources to raise awareness and money for a specific cause. Brands that are successful in engaging their users through a social good campaign or awareness month can see a positive impact that lasts far beyond the length of the campaign.
This October the National Breast Cancer Awareness Month is celebrating 25 years of awareness, education, and empowerment. In honor of this incredible cause I have decided to take a look at three brands that are fighting breast cancer using social media.
Gillette Venus
Gillette Venus has taken its Facebook page and transformed it for the entire month of October to promote Picture Hope. Picture Hope encourages fans who “Like” their page to honor a loved one affected by breast cancer by posting a photo to their wall with the name of their loved one on it. For every photo posted to the wall they will donate $50 to the National Breast Cancer Foundation.
What makes this campaign unique? User engagement. The level of interaction they encourage each fan to take is amazing. The user must print out the “In Honor Of” sign, write the name of their loved one on the blank line, take a picture of themselves holding the sign and then post it on the Gillette Venus Facebook wall. Once the user has posted the picture to the wall they can then share with their friends how they have contributed to National Breast Cancer Awareness Month. Letting the user actively take part in raising money for the National Breast Cancer Foundation increases the chance that the user will share what they have done with their community of friends.
In just 10 days Gillette Venus has raised $2,500. The best part? Through this awareness campaign Venus will have increased its online community, and has the potential to make these new users loyal to the brand through future interactions.
General Mills
General Mills has teamed up with Susan G. Komen For The Cure with the Pink Together program. During the month of October General Mills iconic brands will turn the packaging pink in recognition of National Breast Cancer Awareness Month and Komen for the Cure. General mills is also contributing $2.5 million to Komen in conjunction with the Pink Together program. To support the program General Mills is hosting the site www.PinkTogether.com. This Facebook page encourages those touched by breast cancer to share their stories of hope and inspiration.
What makes this campaign stand out? It allows the users to decide where and how $1 million dollars of the donation will be spent. In addition, Pink Together is personal. It encourages survivors, patients, family members, and supporters to share their story on the page. Also, the page interacts year round and serves as a discussion platform for those affected by breast cancer long after October passes. The fans it gains this month are likely to stay for good.
Ford
Ford has been a sponsor of the Susan G. Komen Race for the Cure series for 17-years and has dedicated more than $110 million to the cause. The Ford Warriors in Pink Facebook page asks fans to join Ford in the fight against breast cancer with the mission to raise money for Susan G. Komen for the Cure and to raise awareness of breast cancer through early detection. Warriors in Pink will donate $1 per “Like” to Susan G. Komen for the Cure.
What makes this campaign a success? Ford’s commitment. They understand the importance of awareness and early detection and make an effort to highlight this on the Facebook page. Their “About” section informs users that “110 “likes”= $110, the cost of a mammogram!” The Facebook page is filled with praise from fans that appreciate Ford’s involvement in National Breast Cancer Awareness Month. This social media good campaign has increased Ford’s customer loyalty and helped raise money for a wonderful cause.
Social media has had a profound effect on the way brands team up with social good organizations. It will be interesting to see how these brands benefit from helping spread awareness for National Breast Cancer Awareness Month.
