Social Marketing, Brand Storytelling, Brand Activism
March 24, 2021
Luckily our world is continuing to change for the better. Becoming more socially conscious, fighting for equality and finally finding solutions to combat global warming. However, there are still many chapters to write to change the human narrative for the better.
What can your business do? Authentically and genuinely use your platform to instigate change among your customers using effective marketing campaigns.
Authenticity being a key term here. Your customer WILL catch you out if they can see you’re blindly supporting a cause, exploiting a media trend or not following through with a statement supporting a particular cause.
The result for your company? A deeper connection with your customer and will help you to attract your ideal audience. Through seeing your brand take action you will also build brand awareness and loyalty with your customer.
As Henry Ford once said:
“A business that makes nothing but money is a poor business”
Through a brand strategy and immersion session, we can help you find ways to demonstrate your social responsibility with innovation, creativity and authenticity.
For over 20 years Edelman have generated a ‘Trust Barometer’ report that investigates public trust in business, government, NGOs and media. Their most recent report after the year we’ve had has exposed that:
86% expect CEOs to lead on societal issues with 68% believing that they should step in when government are not taking action to actively fix societal problems. (Source: Edelman)
But what does action look like?
Stakeholders will feel less inclined to join you in your contribution to the conversation if your brand doesn’t have any clear connection to the issue at hand. While your brand may have good intentions, your message could fall flat because your stakeholders can’t see a genuine reason for your contribution.
In 2018, Nike unveiled a “Just Do It” ad narrated by Colin Kaepernick. The two-minute video features other POC-superstars including LeBron James and Serena Williams, and touches on the controversy of NFL players protesting racial inequality, police brutality and other issues by kneeling during the national anthem.
This advert caused debate wondering if Nike’s deal with Colin was rooted in activism or capitalism. Although they did follow up the deal with a donation to Kaepernick’s “Know Your Rights” campaign. Nike have a history of using their platform to raise social awareness, including their response to the Black Lives Matter movement in 2020.
Your business may not be Nike but you still can make an impact. Give us a call today to discuss how your brand can respond to local issues with a meaningful and memorable media campaign.
Recently Sprout Social delivered a #BrandsGetReal: Championing Change in the Age of Social Media report that found “brands have more to lose in silence than in speaking out.”
In fact, 66% of consumers surveyed said social media posts can influence their stance on issues, with 33% believing brands are more effective when they donate to a cause. As well as 37% stating that brands showing an active contribution to a cause encourage followers to take steps to support causes, such as participating in events or making donations of their own.
While it’s all good and well to pledge your support toward change, your customers will be more motivated by action.
If you are a locally established business and there is a social issue that arises, such as increased homelessness, littering or a plan to remove a much-loved space your audience will also notice the inaction that you take.
Sprout Social’s report found that: A greater percentage of consumers will show brand loyalty in times of agreement than will boycott a company in times of disagreement.
A great example of this was Gap Inc’s involvement in Spirit Day, an annual LGBTQ awareness day created in response to a rash of widely publicised bullying-related suicide of gay school students in 2010.
In 2018 Gap partnered with major advocacy group, GLAAD, to bring awareness to LGBTQ bullying. Gap encouraged its global headquarters and store teams to “go purple” in solidarity with GLAAD’s #SpiritDay. They joined hundreds of other organisations, businesses and celebrities elevating anti-bullying efforts to a global stage.
To bridge “the Gap” even further, the retailer signed the United Human Rights office’s new set of global standards, designed to counter LGBTQ discrimination in the workplace.
For example, if you’re a clothing store you could start a clothes recycling bank that is then donated to a homeless charity. If you’re a restaurant you could donate a proportion of every meal towards food relief in the local community.
Whatever it may be, ensure that you can provide a meaningful contribution to the matter along with the message. By effectively harnessing your brand’s resources you can be a force for good.
At GDR, our mission is to make marketing meaningful. Let’s chat!
More important than ever is your response to a social issue.
A GDR Media Group, our AME (Audience, Message, Execution) formula ensures that your brand gets the message right the first time. We will identify and understand your audience. Develop a message that reflects your brand and effectively tackles the social issue. Then we will execute your campaign through the appropriate channel with effective delivery.
By partnering with GDR you’ll have access to our expert team to ensure your voice is heard by your audience.
December 3, 2020