View
2.007
Download
0
Category
Tags:
Preview:
DESCRIPTION
SiteLab presents a cause marketing campaign case study for client Sunkist Growers, the leading international supplier of fresh fruit, and the oldest operating citrus cooperative in America, owned by thousands of citrus growers across California and Arizona. Learn how they used social media to propel their brand and do social good by partnering with retailers across the country to encourage families to raise money for charities close to their hearts.
Citation preview
Social Media For Good & Profit A CAUSE MARKETING CASE STUDY
Jenn Barber – Social Media Strategist
From startups to large enterprise brands, I
consult SiteLab’s clients to connect them
with opportunities to engage with social
media. A few of my client successes
include:
Growing Facebook likes to over 40,000 in
less than 6 months
Attracting over 680,000 referred visits from
Pinterest alone
Writing engaging content Retweeted by the
Huffington Post and Self Magazine
SITELAB INTERACTIVE
@jbarber5000
SUNKIST GROWERS – ABOUTDid you know Sunkist Growers is a non-profit company?
The oldest continually operating citrus cooperative
in America
Do not own a single citrus grove
Cooperative of CA and AZ citrus growers
Billion dollar / year company (with no stock!)
Largest marketing cooperative in the world's fruit &
vegetable industry
Sunkist in Social Media
Facebook – 95,570 likes
Twitter – 8,795 followers
Pinterest – 253 followers
NON-PROFIT COMPANYgoes with cause
marketing
SUNKIST SOCIAL(IZES) FOR GOOD
Sunkist Growers does a cause marketing campaign
annually
2008 – “Slice & Click” pic of your “Sunkist Smile” (orange
wedge in the mouth) to win prizes. Sunkist donated $50K to
Special Olympics.
2009 – Grew its Facebook presence by matching $1 for every
new Facebook LIKE up to $5,000.
2010 – “Sharing is Caring” partnership with Jewel-Osco® to
donate $7,500 to a local food bank in IL and promote Cara
Cara variety.
2011 – Partnered with Kennedy Wilson bank to donate $300K
to 2011 Japan Relief Fund for Tsunami victims through fan
donation matches.
2012 – Brought back the award-winning, cause marketing
“Take a Stand” campaign.
Sunkist “Take a Stand”
Since 2004, 65,000 kids from every US state
and every province in Canada help charities
through the Take A Stand promotion
Encourages kids to donate their earnings
from “a good old-fashioned lemonade sale.”
Has raised $3 million for charity by kids since
2004
Open to kids ages 7-12
Partners with Retailers to sell lemonade
stands
Gave away 60 lemonade stands through
Take a Stand
CASE STUDY
SO…how’d they do it?
CREATED RELEVANT CONTENT
Recipes and how-to information, optimized
MADE IT EASY
Downloadable, professional materials
SHARED INSPIRATION
Pictures of participants, past and present
PROMOTED EVERYWHERE
Use traditional, social, and mobile media
#TakeAStand
PARTNERED WITH RETAILERS
Paired citrus w/other lemonade ingredients
HOW TO GET STARTEDfirst, find a cute kid…
HOW-TO START: ASK QUESTIONS
Is there a charity you strongly support (or that your
customers do)?
What is your budget for development, execution, and
promotion?
How much can you donate? Will you match?
Is there anyone you can partner with to donate more?
Who are your influencers? Point-of-sale, bloggers, etc.
What type of supporting materials or information can you
develop?
Is there a campaign you can recycle?
How can you get people excited about your charity too? Do
you have a personal story to share?
HOW ABOUTsome tips and tricks
GIVE FROM THE HEART
Align your campaign with your values.
GIVE THEM A TAKEAWAY
Drive your ask home with a simple, powerful and memorable sentence.
LET PEOPLE CHOOSE
Includes a vote or creative user submission.
CONTRIBUTE MORE THAN $$$
Contribute education, services, and materials.
DON’T FORGET KEY STAKEHOLDERS
Promote to employees, vendors, suppliers, business partners, industry groups.
CREATE BRANDED PRODUCTS
Sales can be directed to partners organizations.
FIND OUT WHERE $ GOES
Find out exactly where the $ goes.
MEASURE SUCCESS
Benchmark and measure success!
Metrics
Number of pledges*
Funds raised*
Website traffic
Click-through rates
Facebook LIKES /engagement
YouTube Video Views
Twitter hashtag usage
DOs & DON’Ts
DO be authentic and sincere
DO write and get approval on social media posts before
launching
DO expect criticism and have a plan to address
DO be flexible and patient when dealing with non-profits
DON’T be vague on how much of donations goes to non-
profit
DO stay in cause marketing for the long haul
DO think local
DO get people excited about the cause before asking for
money
DON’T be afraid to be honest and apologize if things go
wrong
DO plan communications for when you reach your goal
Q&Ait’s your turn
Recommended