Brands are going pink on Facebook by recognizing Breast Cancer Awareness Month with their products and/or promotional campaigns.
Why is cause marketing important to brands? David Hesskiel, president of the Cause Marketing Forum, said market research shows that consumers of every generation prefer to shop at stores and buy brands that support good causes with price and quality being equal.
“There is a consumer demand whether you are talking about baby boomers or millennials, consumers are very conscious of the corporate citizenship of various enterprises and smart marketers are being very strategic about aligning themselves with issues that appeal to their target demographics,” said Hesskiel.
Hesskiel said in spite of some backlash, the overwhelming amount of breast cancer linked programs in October shows that many companies still feel that there is great power in this cause.
“The biggest mistake that I see is that brands treat cause marketing differently from other serious marketing programs,” said Hesskiel. “It’s a mistake to starve cause marketing programs of the planning rigor, marketing resources and attention that any serious initiative deserves.”
Hesskiel said it’s as if they feel that by doing something good, something magical will happen. If the program doesn’t have clear objectives, doesn’t have strong thoughtful promotion, then it’s likely to fail.
Here is a sampling of what brands are doing this month:
Macy’s is promoting a Ralph Lauren Pink Pony Pin in-store and customers are able to donate to Ralph Lauren’s Pink Pony Fund and get extra savings from Macy’s. Macy’s is promoting this on Facebook and directly links to its “Pink Shop” on Macys.com.
Alex and Ani
Alex and Ani is partnering up with singer Paula Abdul asking customers to #GoPink for Breast Cancer Awareness Month. The jewelry and accessories retailer is also asking its customers to “check yourself” now directly linking to the retailer’s Charmed Life page on its website. The page provides more information on Paula Abdul’s breast cancer awareness campaign.
Ulta Beauty is giving cancer the kiss-off and partnering with the Breast Cancer Research Foundation. Ulta Beauty is promoting its Donate with a Kiss campaign, where customers are being asked to make a $1 online or store donation and enter to win a Beauty Bag valued at $598. The Facebook post links to Ulta Beauty’s Donate with a Kiss page on its website.
Aerie is asking customers to “support your girls” and join Rethink Breast Cancer by purchasing the pink Charley Plunge Bra in stores and online. One-hundred percent of sales will go to the charity
QVC shares a personal story for Breast Cancer Awareness Month in a two-part blog. The story is shared on QVC’s Facebook page.