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Making an Impact with a Purpose-Driven Campaign

Corporate Social Responsibility (CSR) is a crucial requirement essential for businesses to survive because today’s generation is more socially aware. Therefore, in addition to profit making, companies should adjust policies to meet current social trends. One creative method of strategically meeting this criterion is through a Purpose-Driven Campaign.

“People don’t buy what you do. They buy why you do it.”
– Simon Sinek

What are Purpose-Driven Campaigns?

A Purpose-Driven Campaign is usually a long term cause campaign with a non-profit goal. It’s main goal is to attract customers. Businesses conduct such campaigns because they understand the value of customers. In addition, it is a tactic of communicating business values, ethics and operations. Modern consumers prefer brands and companies that carry a purpose. Therefore, brands and businesses that align with current trends are more popular. Consequently, business that uses strategies to keep up with these trends will be more will receive greater benefits. Without customers, a business would not be able to achieve its profit targets.

Here are six companies with Purpose-Driven Campaigns.

Nike- "You Can't Stop Us

Creating a Purpose-Driven Campaigns

Here’s how you can create a Purpose-Driven Campaign for your brand or business.

  1. Identify your brand’s purpose and role. Then, understand what values are important to your brand.
  2. Know what your audience wants. For example, whether they want sustainable or eco-friendly products. What trends do they follow?)
  3. Be aware of current movements. Afterwards, align your brand with a specific cause. 
  4. Create a marketing strategy that can promote your brand’s purpose. Then, you can use social media, advertisements, billboards for promotion.
  5. Create valuable content that can inspire your customers.
  6. Make sure to make your purpose consistent.
  7. Finally, you can keep analyzing your progress.

Impact of Purpose-Driven Campaigns

Purpose-Driven Campaigns have a massive impact on marketing the business or the brand. They have the power to influence consumer choices. Moreover, they can contribute to supporting local or global issues. 

Impact of Purpose-Driven Campaigns

Impact on the business or brand

  • Help your brand or business to openly communicate its core values, ethics, culture, model and its purpose.
  • Businesses get to receive higher market shares. As a result, they can compete with competitors more effectively.
  • Help your business generate more engagement by connecting with people who like the campaign.
  • An efficient marketing strategy to use under the current pandemic situation.
  • More engagement ensures more customers. Therefore, it guarantees more benefits for the business or brand. 
  • Business growth will be more meaningful.
  • Business can retain customers because of the long term purpose plan.

Impact on customers and the community

  • Customers get to be a part of a worthwhile movement. As a result, they get the chance to contribute to society. 
  • Businesses get to tell their story. Then, they can create an impact in society.
  • Will benefit the affected people or the issues in target.
  • People begin to think about the environment or the society before purchasing.
  • Engagement with the brand or business will make people more aware of certain issues.
  • Gen Z customers actively engage in social media campaigns, social, political and environmental issues. As a result, businesses can get them to join their purpose easily.
  • Campaigns targeting Sustainable Development Goals can contribute to sustainable development. For example, Starbucks contributions to SDGs. (SDG 1, SDG 2, SDG 4, SDG 5, SDG 7, SDG 10, SDG 12 and SDG 13)
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Power of Hashtags

The hashtag symbol was first used as a grouping symbol in 1988. People recognized it as an unimportant symbol that showed up on an old typewriter or a telephone keypad. But in 2007, things started to change for this little sign when Chris Messina posted a tweet in 2017.

“how do you feel about using # (pound) for groups. As in #barcamp [msg]?”

Chris Messina's tweet that caused the revolution

Twitter immediately rejected this idea at first. But then, Tweeps used the hashtag for the San Diego Fire (#SandiegoFire) and many other trending topics. As a result, Twitter introduced the hashtag as a search tool in 2009. Instagram used it since the first day the app launched in 2010. Facebook grasped the culture in 2013. Soon, many other social media platforms and websites started to embrace the hashtag slowly.

Hashtag Activism 

Who knew such a trivial symbol could significantly impact world peace, women rights, racial issues, and our own lives? Hashtags have influenced people across the world to raise their voices for and against global concerns and social issues. They brought activism to its peak through movements such as the #BlackLivesMatter, #HeForShe, #MeToo, #lovewins, #ProtectOurWinters, #ClimateChangeIsReal and more campaigns. Today, this has become a significant way of demanding justice, awareness and even fundraising. They have proven to have an impact on policy changes, organizational decision making and global politics. 

Even in Sri Lanka, this trend has propagated like wildfire. Social media platforms have become a powerful weapon of “cancelling” specific incidents and people who fuel stereotypes, injustice and violence. For example, #EndPoliceBrutality, #JusticeForThariq, #JusticeForHishalini, #StopForcedCremations became popular hashtags recently. As a result, Sri Lankan social media users try to dig deep into social, political, and environmental issues. 

Hashtag Marketing 

The hashtag is also an effective strategy in digital marketing and branding. Companies use hashtags as an inducement to attract customers and to grow their online presence. They create hashtags by adding words, acronyms and phrases that are related to the brand. Hashtags can also be something that their customers may find inspiring. Relevant and trending hashtags play a significant role in promoting companies. For example, the brand AIESEC promotes its brand name through attractive hashtag phrases. Some of them are, #LiveTheExperience, #LeadInnovateIvolve, #BeTheChange, #Youth4GG and #GlobalVolunteer. These are not only memorable, but also they support the purpose of the brand #AIESEC.

Social media influencers use hashtags to market products, brands and even themselves. Instagram influencers use hashtags to stimulate their audience. As a result, they can boost the promotion of products and increase their followers. Some hashtags used by influencers are #instagood, #instadaily, #instafood and #instamood.

Hashtag Lifestyle

Apart from hashtag activism and hashtag marketing, ordinary social media users also use hashtags daily. We come across hundreds of hashtags as we scroll through social media. As a result, they have become a natural part of our daily routine. Hashtags help recommend what we want to check online. They could suggest Instagram profiles, social media challenges, entertaining profiles or products and services that match your preferences. Social media users create and use hashtags when they post their pictures or tweet their thoughts. They use hashtags such as #travel, #fitness, #photography, #vsco, #lol, #holiday and #sunset to keep up with the trend.

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