The end of the year is the season of giving. Not necessarily for selling more, but to develop your community spirit. It’s a time your organization can do some social good. Corporate social responsibility (CSR) refers to businesses becoming a part of initiatives that directly benefit the society. Helping the community, is a way to future proof your brand. Digital platforms are enabling businesses to create a name that not just resonates with their core message, but also helps them build an image of a socially conscious brand. Businesses are extensively creating such programs. In this post, I’ll share case studies of brands that are helping the community. I’ll also share tips on how you can create such a program for your local communities and social causes.
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Here are two brands that have launched social good programs as their CSR strategy:
Campaigns by brands that are helping the community
Unilever’s Surf Excel Works With Underprivileged Children
Recently, the company has launched a program with UNICEF as a part of their global push for education for all. About 10 million underprivileged kids – especially girls, will be given an opportunity to access quality education. It’s a part of a #learningForTomorrow campaign which helps children in some of the world’s poorest and disadvantaged communities. Surf excel donated €1.4 million to UNICEF to kick-start Learning for Tomorrow in 2015.
Priorly company had launched a ‘fulfill a wish’ campaign in a bid to extend the festive spirit to the underprivileged children. To execute the campaign successfully, the brand collaborated with International Justice Mission (IJM) and India Guide Star. The campaign showcased wishes from children across the world and fulfilled over 300 of them. These children were provided with food and personal care to help them lead healthier lives.
Nestle – The Nestle Healthy Kids Program
This global program aims at educating children about healthy food habits and the importance of leading an active lifestyle.
The objective of the program have been to create and raise awareness regarding good nutritional practices and cooking methods to enhance the nutritional content of foods. They’ve also specifically worked with students in village schools where access to information is limited. Nestle also specifically had campaigns to educate adolescents about their health and habits.
Wondering how you can create a marketing strategy so strong that you build a loyal community, yet help build on a cause? We got you covered.
Tips on how to be one of the brands that are helping the community
The good news is: you don’t need to spend millions of dollars trying to create a social campaign. If budget is a constraint, start small, but do something tangible. If you’re looking at creating a campaign for social good, or are trying to have a CSR strategy for your brand, keep in mind the following:
1. Connect A Social Cause With Your Core Brand Message
You don’t want to have a campaign that’s totally disconnected with your core brand message. That only just leads to poor recall and brand confusion. Many brands ignore this business fundamental while choosing a CSR program. Leadership level programs must always directly reflect the business’s core message – who they are and why they support a cause that they do. Connect a campaign to your brand story.
2. Share Quality and Informative Content
Never for once get carried away by the drive to bring in a social change in a day. Always offer quality and informative content to support the cause. The more in-depth your research is, more the number of people who help you take the cause ahead. Think long-term. Quality content helps you build emotional contacts and raise awareness and action.
3. Partner with Experts
It is always a good idea to have an expert in the field you’re targeting, on board. This not only gives you a more in-depth look at the cause, but also helps you create a strategy with better reach. People trust you, and you don’t need to learn the ropes of a totally new field and area. You’re also guaranteed to have a much better impact by long-term partnerships like these.
Have you thought about being a socially conscious brand? Are you making CSR a part of your marketing strategy today?
Original children’s image on graphic via Flickr
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