Why marketers should consider cause marketing

Everybody wants a write off and charitable contributions top the list for most consumers - and businesses. But, did you know those philanthropic contributions and activities could also give a brand boost? According to a recent report, charitable actions can lead consumers to action.

by Kristina Knight

The report finds that nearly three-quarters of consumers have purchased a brand because it supported a cause they believed in. Corporations reported seeing an increase in sales of more than 25% after the public relations from helping a favored cause.

When you add this historical data to the new offerings of the Internet, cause marketing can have an even greater effect.

Consider the recent Haagen Dazs viral promotion to let consumers know the honey bee was in danger. The ice cream company, which relies on honey bees for a number of it's flavors, launched a multi-platform campaign which included television and print ads as well as an online video featuring "b-boys" dancing. The video quickly became viral with teens and young adults sharing content and adding the video to their own social network profiles.

Two weeks after the launch on August 1, the video had 2 million views and 3500 comments as well as a 4 ½ star review on YouTube. About 150 websites and blogs have also picked up the video, which increased hits to the Haagen Dazs branded micro site.

While the plight of the bees is still up in the air, the effect on Haagen Dazs brand can already be seen in the increased consumer interest to the ice cream maker's site and the hits to the video.