Chew on This: Kraft’s Social Marketing for a Cause
According to a study mentioned in a recent emarketer article, “in 2009, large majorities of consumers wanted a variety of opportunities to support brands that were active in cause marketing, and by July 2010 they were even more enthusiastic about ways companies could get involved.”
We’ve noted previously that more and more brands are attempting to feed this national moral hunger through cause-related marketing efforts, and to that end, many are building awareness of such efforts through social media.
A perfect example is Kraft Foods. And they’re not just feeding moral hunger; they’re feeding hunger…quite literally. This summer, Kraft ran their Oscar Meyer Good Mood Mission promotion in which they asked consumers to share their good moods – what cures their Mondays, what they love most about mornings, etc. Each time consumers shared content via a dedicated microsite, the company donated food to Feeding America, the nation’s leading domestic hunger-relief charity – in the end donating over 3.3 million pounds of food to the hungry.
Undoubtedly based on the success of the Good Mood promotion, and to coincide with Hunger Action Month this September, Kraft is extending their mission through their new football-themed campaign, Huddle to Fight Hunger. Their goal: donate 20 million meals. But this time, they are not just upping their donation goal, they’re upping the game.
According to PR Newswire, Kraft plans to reach their goal by employing a “variety of marketing support vehicles, such as consumer incentives, high-impact media like cinema, newspaper and magazine ads, a major public relations campaign, as well as social and mobile activities.” They’ve also tacked on celebrity endorsement AND expanded how consumers can interact with the promotion allowing for more ways to contribute to the overall donation. For each of the following “plays” taken from the social promotion’s “Playbook,” Kraft will donate one meal:
- Providing personal contact information (Join the Huddle)
- Like the Kraft Foods Facebook Page (The Facebook Like Button Hook)
- Redeem coupons for Kraft brand foods (The Coupon Cut Route)
- Tweet with the #KraftFightsHunger hashtag (The Twitter Twackle)
- Watch a video from their YouTube Playlist (The YouTube Toss)
- Post a photo to the Kraft Foods Facebook Wall (The Facebook Photo Flea Flicker)
With the microsite as the hub, consumers can also see the promotion’s progress through a “total meals donated” ticker and a state-by-state breakdown of donations to spur friendly competition. Staggering statistics on hunger in America, an online donations section, info on the Kraft Hunger Bowl sweepstakes (and more) can be found on the site as well.
As a marketer, I’m impressed. From the time I first learned of their Good Mood promotion, I have provided Kraft with user-generated content, “liked” their Facebook page (which now provides me with a range of content), opted into emails to stay apprised of their fight against hunger and downloaded their iFoods app. In a matter of a few months, they’ve evolved me from being merely brand-aware to brand advocate – all while making me feel like I’m having an impact on a greater cause.
Here at Media Logic, we’re delivering the same kind of “feel good” marketing to a variety of clients – from one major bank’s effort to “make it happen” for customers through a viral consumer-driven campaign, to a grassroots co-op organization celebrating its centennial through a vibrant social network, to a large healthcare provider building a social initiative around youth wellness…
Media Logic is delivering emotionally resonant marketing for a social world – the kind that builds engagement, loyalty and a consumer affinity that can withstand economic changes – by helping brands create difference that makes a difference.
