We all know many large companies that participate in cause marketing, but the one that is often at the top of people’s minds is TOMS shoes. TOMS was founded in 2006 and boasts a business model that promotes giving back. Their model is referred to as the “one-for-one concept” where they promise to deliver a pair of free, new shoes to a child in need for every sale of their retail product.
The model is not only successful but also allows for the TOMS to both give back to less fortunate people AND generate profit/good public relations. The “one-for-one” business model has inspired other companies as well. Multiple companies have been created around a similar concept, an example of one being Solo Eyewear, which performs an eye surgery for each pair of sunglasses sold.
“ONE DAY WITHOUT SHOES” 3.5 million people engaged in one day As a result of the 2016 event Toms donated 27,435 shoes to children worldwide. ODWS engaged more than 3.5 million people on all social media channels, with the #WithoutShoes hashtag producing 17 million impressions across Toms’ own social platforms and 62 million impressions in total
✅ American Express
The Statue of Liberty Restoration Appeal Fund approached a number of New York-based corporations in 1984 to help raise the $5.4 million the renovation programme required. Here was a national monument in a desperate state of repair and it was, the fund-raisers argued, the civic duty of big business to help put that right. A plaque would mark those companies prepared to invest a few thousand or tens of thousands of dollars.
In the three-month trial period, American Express handed over a third of the total funds required. Card usage increased by 17 per cent, and the company registered 27 per cent more new card members than usual. Cause- related mar-keting, it seems, was born.
✅ Matt and Nate is another example
Since 2007, we’ve been committed to using linings only made out of 100% recycled plastic bottles. We have also recently introduced recycled bicycle tires to our collections.
MATT & NAT collections can now be found in boutiques across Canada, the United States, the UK, Japan, Germany and Australia.
✅ Whole Foods (Again…not a cheap brand)
Whole Foods supports sustainable agriculture, promotes the reduction of waste and consumption of nonrenewable resources and encourages environmentally sound cleaning and store-maintenance programs.
The company created the Local Producer Loan program, which provides up to $10 million in low-interest loans to small local producers to help grow their businesses. Whole Foods has also created Whole Planet Foundation, which fights poverty through microlending in rural communities around the world.
The foundation has raised $1.5 million to help 40,000 women lift themselves out of poverty by empowering microentrepreneurs.
✅ 79 percent of polled consumers said they’d switch brands if the new brand were of similar price and quality but also associated with a favorable cause.
The power of cause and cult’s in a good way is really really underutilized.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.