Not Just Pink Ribbons: Cause Affinity Platforms
What are cause affinity platforms? Since the adoption of the pink ribbon to broadcast status as an ally in the fight against breast cancer, cause-branded products have exploded. Many brands are pushing this model beyond one-off products to create full cause affinity platforms. The product then becomes just one element of a larger partnership with charity.
What are 3 common campaign elements?
- Product is aligned to the cause brand and target consumer audience.
- Usage of cause-branded product becomes consumers’ ‘badge’ to express their identity through an association with the brand and its cause.
- Incorporation of social proof to foster product adoption by demonstrating the impact achieved by product sales.
What are some examples of cause affinity platforms done right?
Levi’s ‘Water<LESS’: Through its ‘Water<Less’ jeans collection, Levi’s pioneers sustainable manufacturing practices and translates the supply chain efficiency into a compelling cause platform with partner Water.org. This campaign encourages people to adopt a ‘Water<Less’ lifestyle—allowing consumers to experience what life is like for the nearly one billion people worldwide without clean drinking water.
Warby Parker ‘Buy a Pair, Give a Pair’: Warby Parker partnered with nonprofits such as VisionSpring to ensure that for every pair of eye glasses sold, a pair is distributed to someone in need.
Want are the tips for campaign success?
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