The car brand harnesses the power of social media to help save an American institution on the verge of extinction.
5 ways to create a successful direct, cause marketing initiative—and help change the world in the process.
#GivingTuesday takes its place along Black Friday and Cyber Monday in a true showing of holiday cheer.
CMOs face an impossible challenge: how to distinguish one brand from the next in a market where price, quality and convenience are at parity. The answer is passion. That's the "x factor" that every company wants.
New PSAs combat the co-sleeping "crisis" in Milwaukee using pretty provocative imagery and making some over-the-top deductions, namely that a parent sleeping in the same bed with a baby is akin to letting it cuddle with a gleaming steak knife.
JCPenney, Macy's and General Mills are among the brands that launched back-to-school marketing initiatives this summer tied to youth-oriented social causes. The marketers see the campaigns as opportunities to win consumers' hearts and minds, as well as dollars, during an important shopping season.
Macy's will launch a back-to-school cause marketing campaign in conjunction with youth volunteer organization DoSomething.org on August 8 that leverages direct mail, email, mobile and social media.
JCPenney will launch the "Daydreamer" back-to-school campaign on July 24, featuring direct mail, email and online display, TV and print ads. Creative agency Saatchi & Saatchi New York created the effort.
As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.
Retailer Toys "R" Us is asking "kids to help kids" in a Halloween campaign created with UNICEF. The effort, created in-house, includes direct mail, a microsite, in-store promotions, online marketing and social media. It launched September 16.
The Substance Abuse and Mental Health Services Administration (SAMHSA) has joined the Ad Council and the Inspire USA Foundation to conduct a PSA-focused integrated campaign to reduce teen suicide. DDB New York created the push, which launched April 1.
Nonprofit group Health & Disability Advocates launched a national ad campaign this week promoting the hiring of people with disabilities. The ads, which are running online, on TV, in print and on billboards, drive consumers to www.thinkbeyondthelabel.com, where they can find information and opt in for a quarterly newsletter.
Tamika and Friends, a nonprofit that raises awareness of cervical cancer and its link to the human papilomavirus (HPV), is managing an integrated campaign urging women to take a pledge to get screened for the disease. The effort includes a microsite — www.PearlofWisdom.us/Pledge — a Twitter feed, Facebook fan and cause pages and e-mail elements.
We TV has launched its "Pledge 24 in 2010" campaign with Goodwill as a partner. The effort targets women and encourages them to pledge 24 hours of volunteer work in the coming year.
MTV launched "A Thin Line," an integrated campaign to stop the spread of digital abuse, which is defined by the network as "sexting," cyberbullying and digital dating abuse. The campaign, launched December 3, consists of PSAs, interactive tools and a contest called the "Redraw the Line Challenge."
'Cosmopolitan' launched the Cosmo Karma Project, a social media initiative sponsored by Estee Lauder, to benefit the Breast Cancer Research Foundation, on October 26. The magazine also seeks to grow its subscriber base with the initiative.
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