One thing you can say about David Hessekiel, he doesn’t go half way. David founded the Cause Marketing Forum in 2002 and every year, he brings together the best examples of nonprofit / corporate partnerships in our field. The result is a conference where nonprofits and brands can get some solid “how-to” tips on engaging consumers with cause-driven campaigns.
This year, David is kicking off the conference with lessons in cause-branding and social media from 3 of the most recognized brands in the space. Or anywhere, for that matter: Nike, Target, and Pepsi.
The opening panel, Cause Marketing Meets Social Media, reads like this in the CMF Program:
Cause Marketing Meets Social Media
Cause marketers took a quantum leap forward in utilizing social media in 2009. Hear how Nike and the Lance Armstrong Foundation’s Chalkbot campaign, Target’s Bullseye Gives and Pepsi’s groundbreaking Refresh initiative have combined core marketing principles and technology to engage consumers. Moderated by Causemedia Group President Chris Noble.
- Bonin Bough, Global Director, Digital & Social Media, Pepsico
- Tom Kelley, USA Brand Marketing, Nike
- Dean Kephart, Group Manager Community Relations, Target
Looks pretty good, huh? Each of these campaigns has changed the shape of cause marketing by relying more and more on the social component, and I think it’s going to be fun and informative session. And yes, I’m moderating – if any of you have questions you’d like to see asked, please add them in the comments.
Or better yet, show up in Chicago, June 2-4.
Heck, do both and I’ll buy you a beer. First 3 folks to ask a question here, and meet me in Chicago, get a drink on me or a donation to your favorite nonprofit. See how easy this is?
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Tags: cause marketing, Cause Marketing Forum, David Hessekiel, Nike, Pepsi, social media, Target
This is a great idea! I have a few q’s on one topic: There seems to be a general trend towards cause campaigns that involve consumer choice, particularly with social media. Does consumer choice result in a greater increase in brand loyalty than a campaign featuring only one non-profit? Does consumer choice benefit the nonprofits that don’t win? Has there been any testing done to decide whether a campaign featuring consumer choice or a specific cause is better for the non-profit?
Question to the panel: What was the catalyst for this huge shift in the corporate agenda/perspective to “do good?” For instance, what made Pepsico decide the millions usually spent on a Super Bowl ad, would be better spent funding grants for nonprofits?
Gratefully,
Dominique Miniaci
Executive Director
Spirit Jump
@spiritjump
Facebook/cardsforcancer