10 Cause-Related Marketing Campaign Examples That Inspire Us

 On select Fridays, I reward myself for completing another week by ordering coffee from my neighborhood's local Starbucks. Today, as usual, I went to the website to peruse the menu for something new to try.

Unintentionally, I went down a rabbit hole exploring the website. I'm glad I did, though — When I was exploring, I noticed an "Education" link. Clicking this link led me to Starbucks's College Achievement Program.

This initiative is done in partnership with Arizona State University, and offers benefits-eligible Starbucks employees the opportunity to go to college, tuition-free. Eligible employees can choose from 80 undergraduate programs and work out a schedule that's functional for them.

Starbucks started the campaign to encourage college accessibility. Financial and educational commitments make it hard for students to finish their degree plans. To diminish some of the barriers that keep people from graduating, Starbucks initiated this plan in 2018 to bring awareness to the inequality of college affordability and use their position to help employees.

Download Now: Free Marketing Plan Template [Get Your Copy]

Upon learning about Starbucks' dedication to education — something also important to me — I was more motivated than ever to support the company. Because I knew my money was going towards college tuition, and happily ordered a larger coffee than I was planning on purchasing.

This scenario is one of many that can be the result of a successful cause-related marketing campaign, a tactic that makes a company's social responsibility the focus.

Here, let's dive into 10 incredible cause-related marketing campaigns — If you've recently come across an issue you want to support from a corporate angle, this post should give you the inspiration to get started.

What is cause-related marketing?

Cause-related marketing is a marketing method where businesses align themselves with social issues or beliefs that are important to them and execute a campaign accordingly. Companies use the tactic to bring awareness to a cause and show social responsibility.

It's likely you've come across cause-related marketing campaigns from your favorite brands. For instance, if you've ever completed a transaction with a donation to a foundation, you've participated in a cause-related campaign.

Oftentimes, companies will partner with a nonprofit organization for campaigns. When that happens, both parties can benefit from an increased reach from each other's audiences. Other times, companies choose or create a cause to support.

Cause-related marketing is highly beneficial for companies who want to improve perception of their brand. For example, as a consumer, brands that are visually socially responsible will always catch my eye. If I found out about a company from their cause-related post, I'd want to learn more about them and what they offer — and financially support the campaign.

Additionally, repeat customers who support the same causes will likely remain more loyal to a business that takes a stand for what they believe. When one of my favorite companies announced initiatives to improve sustainability, for example, I felt proud to support a brand that takes action.

Communities also benefit from cause-related marketing. Increased awareness opens doors for improvement. From the campaign and its support, social issues take massive steps forward.

If you're thinking of having your company take a stand, but are unsure of where to start, here are ten examples to inspire your choice.

4. The Body Shop: Time To Care

In 2020, beauty and wellness company The Body Shop wanted to thank healthcare workers for their dedication. To do that, decision-makers at the company decided to start a campaign: "Time To Care". This initiative supports health, wellness, and kindness.

The Body Shop's North American teams partnered with shelters and assisted living communities to donate cleansing supplies, like body and hand soap. The company promotes practicing self-care, so they wanted to make that experience accessible to everyone.

Next came the #TimeToCare portion. Like Billie, The Body Shop has a supporting hashtag. The company takes part by posting valuable content about taking care of yourself in healthy ways. Giveaways for self-care bundles are also coordinated with the hashtag.

Image Source

Hashtags spread the word of initiatives and promote a sense of inclusion between companies and customers. A global brand like The Body Shop can use its social media accounts and corresponding hashtag to keep their entire community informed about ways to help.

So far, The Body Shop has donated over 4 million dollars' worth of their products around the world. Care packages with shampoo, conditioner, and shower wash support healthcare workers, volunteers, and those that require assisted living. The brand is using their global presence and product offerings to make a difference.

Takeaways: In the Ben & Jerry's example, we saw how you can make your product connect with a cause if it typically wouldn't. Here, we see how a company's offerings can align with a cause. The Body Shop sells wellness products that are being donated to those in need.

Additionally, if your brand is global, starting a hashtag for your campaign is a good way to keep track of progress around the world."Time To Care" is a global initiative, and it's easier to track audience segments if they all use the same hashtag.