#beniceandsocial: Three Brands Who Have Successfully Leveraged Social in their Cause Marketing Campaigns
Just as we like to go all out with holiday decorations, birthday celebrations, and costume competitions, we also enjoy pulling out all the stops to #beniceandsocial. Created in August, the #beniceandsocial program is our company’s philanthropic movement to support causes we believe in.
Nonprofits closely resemble brands in the sense that they’re both striving to raise awareness amongst audiences. Similarly, nonprofits are not searching for one-time donations, they’re focused on cultivating long-term relationships that build engagement and buzz around their cause. Most recently we were honored to facilitate social connections for three different organizations that depend on social involvement to bring their causes to life.
The (RED) campaign was created in 2006 by Bono and Bobby Shriver to involve people in the widespread fight against AIDS. (RED) recognized the immediate need for social as part of their efforts, perhaps because they share the same birth year as Twitter, but also because they understood the importance of social in making their cause top-of-mind to audiences. To bring social to the forefront of their campaign efforts, Mass Relevance created “Pulse of (RED)”, a display of images that brought in social posts from (RED) campaign supporters. There, (RED) connected with supporters while observing how audiences were interacting with their organization.
The Abercrombie & Fitch Challenge
Every year Abercrombie hosts the A&F Challenge, an athletic event held on their New Albany, Ohio campus to raise money for charities in central Ohio and communities all over the US where A&F conducts business. Since The Challenge began in 2001, A&F has raised over $10 million with an average attendance of 2,500 each year. Mass Relevance jumped at the opportunity to help A&F extend their reach by developing a large, custom text and photo wall that was displayed on several screens around the event. The personalized wall had a tile featuring event sponsors that Abercrombie could easily control through an Instagram account. Three other tiles focused on fan-created Instagram content, and the final tile featured Twitter content centering around the event.
JCC Maccabi Games
To continue of love of supporting athletic events, Mass Relevance provided a social experience to the JCC Maccabi Games - an Olympic-style sporting event encouraging physical fitness and sportsmanship amongst Jewish youth. During this Olympic-style sporting competition, a stream of live social content was displayed from the beginning of the Opening Ceremony through the week of games. Participants and viewers around the world took part in Maccabi’s first social integration.
Stay Nice and Social
Bringing meaningful social campaigns to life is our way of helping charitable organizations recognize their full potential. By adding social to their cause marketing efforts, nonprofits can begin crafting meaningful relationships with audiences who want to share their support.