People don’t just buy the product or service because it’s awesome. People buy because the brand has given a deeper meaning to what their solutions mean for their customers. This is genuine consciousness and today we’re talking about incorporating it into purpose-led marketing campaigns.
Did you know that during Super Bowl LIII alone, advertisers shelled out $5 million each for 30-second spots that connected their brands to a higher purpose? Just check out the examples below to get a better idea of this.
- #InHerCourt – Bumble x Serena Williams
- Google Job Search for Veterans
- Microsoft “We All Win”
So why should you incorporate genuine consciousness into your next campaign?
Businesses that embrace purpose-driven marketing can forge deeper connections with customers, shareholders, and employees—connections that outlast any temporary pleasure. We’re in an age where we want companies to take a stand on social issues. For example, when the Parkland shooting happened, many companies stepped forward on their stances.
However, you need to be careful because it can be a slippery slope when you start taking a stand on certain issues and not others. It’s important to have a diverse sounding board within your business so you can be aware of issues that might not directly affect you, therefore, might not be on your mind.
Three Ways To Do It Right With Examples
Connect your brand’s actions to your brand’s purpose.
A great example of this is the Secret deodorant brand who donated $529K to the women’s soccer salary.
Make a long term commitment. Purpose-driven marketing is more than a one-off ad—it takes time to forge an emotional bond.
Fenty Beauty by Rihanna did an amazing job of being responsive and incorporating inclusiveness so people of all skin tones would find the right match for them.
Share a narrative
To have an impact, people need to know what you’re doing. It’s important that businesses create a compelling narrative about their commitments to causes.
Colin Kaepernick and Nike is a great example of this. Can we talk briefly about how much Nike’s sales increased after they decided to take a stance? After standing by Colin, Nike sales increased by 31% despite all the backlash. In total, Nike earned around earned $6 billion from its choice to build its brand around Kaepernick.
Now, we’d love to know your take on how you feel you could incorporate genuine consciousness into your branding. Comment below!