The 3 Cardinal Rules of Cause Marketing
at all. It detracts from the worthy cause behind it all, hurts the brands that have good intentions, confuses consumers, and makes them reluctant to participate," he says.
Still, there are ways to get cause marketing right.
What sets a gimmicky campaign apart from a successful one is authenticity. From choosing the right charitable organization to spreading the word online, a good cause marketing effort addresses a "real need, features real people, and makes a real difference," Pansky says. More than anything, the partnership has to make sense to the consumer.
Rule 1: Find the Right Fit
When CVS Pharmacy decided to stop selling cigarettes, the move symbolized a deeper commitment to transforming CVS' image from a convenience store into a healthcare provider that makes its customers' well-being a priority.
The company began pulling cigarettes off its shelves in the summer of 2014, vowing to have them completely removed from all locations by October. CVS became the first national pharmacy to make the bold move, and in May 2014, partnered with the American Lung Association (ALA) to not only raise awareness about its new commitment, but also educate consumers about lung cancer. By September, CVS succeeded at removing cigarettes from its 7,700 locations, fulfilling its promise nearly a month ahead of schedule, according to Eileen Howard Boone, senior vice president of corporate social responsibility and philanthropy at CVS Health and the president of the CVS Health Foundation.
As a sponsor of the ALA's Lung Force campaign, an initiative aimed at raising lung cancer awareness, CVS has participated in in-store fundraising initiatives to encourage shoppers to donate when they check out and has engaged more than 200,000 of its employees to take up the cause as well through educational sessions, awareness-building events, and meetings with ALA representatives. Company employees also took part in Lung Force Walks around the country to help raise funds for research, advocacy, education, and awareness.
Partnering with the ALA was a logical choice for CVS because the two now share a set of values. "The partnership is authentic because here is a company that doesn't just support a cause, but is actually embodying what the cause represents in its own business practices," says Alana Burns, national senior vice president of strategic initiatives in marketing and branding at the ALA. Though other companies have partnered with the ALA in the past, few partnerships have been so well-timed and well-aligned. "There's no question of why CVS is choosing to work with the ALA, because they've made it clear to the consumer. If they're willing to give up cigarette sales to demonstrate their commitment to health and wellness, then they're serious about the cause, and serious about helping the ALA fight for this cause," Burns adds.
Both the ALA and CVS say the ongoing partnership is a success. "We have seen a tremendous amount of engagement from our customers and our colleagues for the Lung Force initiative," Boone told CRM in an email.
In addition to asking customers to make a donation at the register during the in-store campaign, CVS engaged customers at more than 45 educational events in the communities it serves and held Turquoise Takeover days, where CVS colleagues wore turquoise in honor of the cause. Customers also had the opportunity to get involved in the Lung Force movement through CVS' social media channels, where they were invited to share their stories, take the Lung Force pledge, and donate to the cause, Boone explained.
"Our customers have been strong supporters of this very important cause that affects the health of [people] nationwide.... We knew that the sale of cigarettes and tobacco products was inconsistent with our company purpose and that ending the sale of cigarettes and tobacco products was simply the right thing to do for the good of our customers and our company.... Many have expressed their gratitude [to us] for taking a stand against tobacco, and have thanked us for inspiring them to quit smoking," she wrote.
As for the ALA, Burns says the organization is glad to be working with CVS. "When you find a good fit, it's a win-win for both sides," she adds.
Rule 2: Drive Digital Engagement
Whether consumers see a product in cause-related packaging or are asked to donate at the register, most traditional cause marketing