Social responsibility is no longer a trending topic. Today, it is something that customers and businesses are be demanding companies incorporate into their overall business strategy. It seems everywhere you look companies are teaming up with non-profits to promote social causes relevent to their customers behaviors, interest, and also their own mission. The use of promoting a companies social responisibility has even become a way to gain leverage against rivals in the intense "battle of the brands", and as this battle heats up so does the level of social mission messages being targeted at consumers in the marketplace.
As it shouldn't, teaming up with and promoting a non-profit in a marketing campaign will no longer cut it when trying to find a way to connect with customers on an emotional level. Companies are now challenged to make their message unique and find a way to let it be heard - all while building a deep connection between their customer, the brand, and the company.
"Can this be done?"
Take a look at what Coca-Cola did to promote friendship in schools across Europe... and then tell me it doesn't make you want to somehow give coke a big hug, and then share one with friend...
On May 8, 2011 Coke will turn 125. Celebrate with Coke, and of course... a friend.
Some of the most brilliant ideas were derived on a single napkin...
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