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.
- Gillette’s “We believe: The Best Men Can Be” campaign. Designed in response to toxic masculinity.
- Dove’s “Speak Beautiful” movement. Implemented to use social media to improve girls’ self-esteem.
- Starbuck’s “Food Share” program. Made for fighting hunger and contributing to the environment.
- Nestle’s “Good Food, Good Life” slogan. Created to enhance quality of life for everyone.
- Dunkin’ Donuts’ “The Home That Runs on Dunkin” campaign. It promotes sustainable tiny house practices.
- Nike’s “You Can’t Stop Us” advertisement. Created to empower athletes during the pandemic.
Creating a Purpose-Driven Campaigns
Here’s how you can create a Purpose-Driven Campaign for your brand or business.
- Identify your brand’s purpose and role. Then, understand what values are important to your brand.
- Know what your audience wants. For example, whether they want sustainable or eco-friendly products. What trends do they follow?)
- Be aware of current movements. Afterwards, align your brand with a specific cause.
- Create a marketing strategy that can promote your brand’s purpose. Then, you can use social media, advertisements, billboards for promotion.
- Create valuable content that can inspire your customers.
- Make sure to make your purpose consistent.
- 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 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)