Cause marketing during the holiday season is nothing new. Companies have long realized the power of appealing to consumers' hearts and wallets to break through the holiday clutter. Although this year is no different with dozens of campaigns in the marketplace, there is a new twist on conventional efforts. Companies and nonprofits are moving beyond the shopping transaction and engaging consumers to spread even more good cheer with digital activations. Longstanding programs and new campaigns are going viral for the holidays, and here are a few campaigns that caught our eye:
- Holiday giving stalwart the Salvation Army updated its iconic Red Kettle campaign with a social media twist. This year, the nonprofit asked donors to share why they donate to the Red Kettle using the hashtag #RedKettleReason. The dedicated Red Kettle Reason website also gives prepopulated tweets like "It's just a few coins in my pocket, but the change is real. #RedKettleReason @SalvationArmyUS."
- Tim Hortons Café & Bake Shop will be rewarding "warmth, cheer and good deeds" during the holiday season with its #WarmWishes campaign. Through December 20, individuals can share their small acts of kindness toward others in their communities using the hashtag #WarmWishes and tagging @TimHortons for a chance to win one of three $5,000 donations to a charity of their choice.
- Gap got into the spirt of the season by partnering with Bombas, a sock company with a philanthropic mission, to "bring awareness to the most requested clothing item in homeless shelters: socks." Now, for every pair of Gap x Bombas collection socks purchased, Bombas will donate a pair of socks to someone in need, with a goal of donating 1 million pairs of socks. To further raise awareness for the issue, Gap encourages participants to post to social media using hashtag #socksforall.
- Macy's is continuing its annual "Believe" campaign, now in its eighth year, with a new digital component. This year, the campaign kicked off with "The Wish Writer," a short online film that teaches "children the importance of giving back to others during the holiday season." In addition to writing letters to Santa Claus to trigger a $1 donation to Make-A-Wish Foundation, families can also purchase their own "Wish Writer" stylus for $14.99 to create and send letters via the Wish Writer app, generating an additional $1 donation.
What holiday cause marketing campaigns have caught your eye? Let us know on Twitter using #ConeCSR!