Cause Marketing - How Starbucks, Redbull and Coca Cola use Cause related marketing (Examples, Cases)

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Cause Marketing refers to a type of Corporate Social Responsibility where an organization is involved in a marketing campaign of generating rewards no doubt but also improve social welfare

In Cause Marketing, business entities are conscious of their social responsibility and accountability

Successful Cause Marketing Program helps to

- Boost social welfare
- Create a meaningful relationship with consumers
- Strengthen company image
- Creating goodwill
- Employee motivation
- Boost employee morale
- Increased sales
- Increase the market value of the organization

Cause Marketing – Point of View of Branding

- Building brand awareness
- Enhancing brand image
- Establishing brand credibility
- Evoke brand feelings
- Create brand community
- Boost brand engagement

Guidelines for Cause Marketing

- Identifying the right cause
- Donate a part of sales
- Be genuine in your efforts
- Align with celebrity allies
- Be creative
- Use a multichannel approach
- Create a cause marketing campaign with help of an expert

Example – Starbucks

Starbucks creates awareness and raises monetary donations to end AIDS and HIV. The company has been contributing significantly through the years to the Global Fund to help life-saving programs like treatment, prevention and care services.

Example – JetBlue (Soar with Reading)

JetBlue (Soar with Reading) is a program that encourages kid’s imagination. The company has donated 2.75 million dollar worth of books to provide the kids with books that will help them in moving forward.

Example – Red Bull (Wings for Life World Run)

Red Bull (Wings for Life World Run) campaign raise funds for the investigation of spinal cord injuries.

Example – Subway & Coca-Cola

Subway & Coca-Cola has aligned with each other as part of their initiative of gaining access to safe water for everybody.

Example – Subway & American Heart Association

Subway is the first of its kind to receive the Heart-Check Meal Certification as it offers food items approved and certified by the American Heart Association.

Example – Warby Parker (Buy a Pair, Give a Pair Program)

Warby Parker has aligned with non-profit partners to sell glasses at bargain-basement prices to needy consumers.

This video is on Cause Marketing and it has the following sub-topics.

Time Stamps

0:00 Introduction to Cause Marketing
00:44 Successful Cause Marketing Program helps to
01:03 Cause Marketing – Point of View of Branding
01:19 Guidelines for Cause Marketing
01:45 Example – Starbucks
02:17 Example – JetBlue (Soar with Reading)
02:47 Example – Red Bull (Wings for Life World Run)
03:44 Example – Subway & Coca-Cola
04:26 Example – Subway & American Heart Association
05:06 Example – Warby Parker (Buy a Pair, Give a Pair Program)