Purpose-driven campaigning isn’t anything new to the marketing world, but it is certainly growing with more and more brands hopping on the trend. According to an industry study, 74% of consumers globally expect brands to take a stand on important issues, so it is no wonder companies are adopting this strategy in high numbers. But, with so many looking to jump on the ethical campaign train, who is taking it to the next level? We have compiled a list of four purpose-driven campaigns that particularly grabbed our attention this summer.
Cadbury’s Dairy Milk ‘donate your words’ campaign
September saw Cadbury remove the words from it’s Dairy Milk packaging in a poignant campaign to draw attention to loneliness amongst the eldery. As well as raising vital funds, Cadbury’s latest marketing stunt also encourages Brits to “donate their words” by actively reaching out to older people in their community. We really liked this socially-minded campaign – not only will Cadbury see a soar in sales as consumers look to bag themselves the special edition chocolate bar, but it really takes their brand image a step further, allowing customers (both old and young) to connect with the brand.
Virgin Atlantic Pride flight
Next on our list is Virgin Airways’ Pride flight. Commemorating the 50th anniversary of the Stonewall uprising and ten years of Virgin’s commitment to inclusivity, this June saw a flight set off from London to New York staffed entirely by LGBT+ pilots and cabin crew. We loved this campaign – it is a clear statement of the brand’s values. The pride flight was also a super effective way for Virgin to build a rapport with one of their target markets. Fun, inclusive and glamorous – it’s hard to see who wouldn’t want to travel with, or work for, a brand that stands for these values.
Hellmann’s food waste campaign
This was a more low key campaign but we really liked the sentiment behind it. Hellmann’s chose to make a stand for sustainability and food waste this September at the British Food Awards final. Visitors were able to sample delicious recipes created from the UK’s top 10 most-wasted food items, which ranged from cheddar bites in homemade breadcrumbs to vegan mayo (made from leftover veg). We really like the route Hellmann’s marketing team took here – sustainability is a cause gaining momentum every week and what better way to encourage people to waste less than promoting a tasty solution with their Mayonnaise at the centre.
Barbie’s astronaut doll
Back in July, the European Space Agency teamed up with Barbie to encourage more girls to become the next generation of astronauts, engineers and space scientists. The special edition Barbie doll celebrated the achievements of Samatha Cristoforetti – the only active female astronaut in Europe. An unexpected collab, we absolutely loved this campaign. Not only does it give young girls the opportunity to re-imagine their future careers through play but it really turns Barbie’s iconic brand image on its head. Clearly the brand wants to reconnect with modern day families and children, and make a positive impact whilst doing so.
Today, an excellent product or service is no longer enough to ensure brand loyalty. Brands must adopt a higher level of consciousness about how they operate in the world, and align their values to consumers’ priorities. Summer 2019 has certainly seen some of the best creative purpose-driven PR and marketing stunts, but as we look to Christmas, it will be interesting to see how many retail giants turn to ethical marketing to drive sales and build a meaningful and iconic brand image which consumers want to engage with.