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Cause marketing: Lacoste VS Soap & Glory (Results (Opportunities …
Cause marketing: Lacoste VS Soap & Glory
Results
Opportunities
Driving w-o-m
Building loyalty
Consumers
Expressing their passion
Engagement businesses
Logo
Goal
: making a strong social statement
Competition
Johnnie Walker/Diageo
Making over its iconic logo
Female iteraction: Jane Walker
Lacoste:
endangered species
Goals
Amplify voices on social media
Increased societal and political divisions cause consumers
Campaign
Endangered species instead iconic alligator
Limited-edition polos
Ten differents species
Number of shirts available: remaining population
Pricing
$185 a piece
Supporting: Save Our Species non-proft
Consumers
Support
Sharing videos on social media
Using the #LacostSaveOurSpecies hashtag
Results
Goals
Reaching a wider audience
Women's March: venue to amplify such a relevant brand message
Criticism
Cynicism: using this event for marketing goals
Earning points
Donate the $20 000 regardless of the social media goals
Wishes
Women's empowerment
Genuine messages from brands
Saop & Glory:
drawing attention to women's lips
Goal
: draw attention to their voices rather than their appearance
Campaign activation
What?
Hashtag: #MoreThanLips
Where?
At the Women's March in LA
What?
A video: closeup shots of women's lips
Sharing their experiences
Focal point: vulnerability, passion, confidence and strength
Good cause
Donate $5 to She Should Run (elected office)
$5 by hashtags #MoreThanLips