Four purpose-driven campaigns we liked this summer

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. 

My experience interning at Yours Sincerely

by Beth Evans

I first met Dom and Amy in a coffee shop in Bristol during which we chatted and got to know one another. Keen to learn but having had no previous experience in the industry, it was in this meeting that I first began to understand the PR and marketing world and how Yours Sincerely were forging their place within it.  What attracted me to Yours Sincerely was how they are combining traditional PR/comms with an understanding of the digital landscape and wider marketing discipline, as well as the variety that was offered by working for an agency. I knew a role at Yours Sincerely would give me invaluable insight and experience in the industry. Later that afternoon, they offered me the internship and we decided on dates throughout the summer that suited both them and me – from that point forward,  flexibility has always stood out as a key value of Yours Sincerely.

My first day immediately felt like a natural fit. I knew Yours Sincerely, in their new container box office freshly decorated and stocked with snacks, was an ideal place for me to start my career in this industry.

What first struck me was Dom and Amy’s passion and enjoyment they got from their work. This was encouraging to someone who had recently left university, somewhat apprehensive of what a real life 9-5 job entailed. But I learnt early on, work is something you can love, and every morning I would come into the office excited for what the next day would bring.

I was quickly chucked in at the deep end. Rather than making teas and filling in excel spreadsheets, I was given tasks which were challenging but also closely matched to my abilities. For example, social media was something I was familiar with on both a professional and personal level. As a result, building client social calendars allowed me to understand how businesses can utilise social media platforms to publicise their business, create a brand identity and engage with customers.

Apart from social, everything else was outside my previous experience – attending client meetings, writing thought leadership articles and award submissions, liaising with journalists, and seeking out appropriate networking events and conferences for clients. However, thanks to the management – as well as my ability to learn fast – I got into the swing. I instantly discovered PR was a natural fit to my skill set, and digital marketing would involve more training, but one I was determined to get my head around. 

What I have enjoyed most about working for an agency is the variety of clients and businesses I have been able to work with. I have had to learn the core values, business models, marketing strategies and work culture of clients – giving me a true insight into how agencies collaborate with companies to grow their brand and to deliver results. Amy initially told me agency side is a good place to start and I couldn’t agree more. 

My advice to other interns is to be proactive in your search for work experience – Yours Sincerely had yet to advertise an intern position, but my email to them got the ball rolling. If you have an idea of a career you want to explore, put yourself out there knowing that even if there is no immediate opportunity, you may hear back later. Yours Sincerely is a great place to work – honest, driven, and people-focused – the work culture is extremely important to the business. I am now looking to sign a more permanent contract with Yours Sincerely excited about what the future will bring.