Last December, when companies everywhere were busy with their holiday contracts, Japan Airlines spread the message of world peace.
The company has collaborated with a Japanese artist called "Yassan", who was formerly caused a stir in public opinion for proposing to his current wife with a GPS route that cuts across Japan and spells it “MARRY ME.” This time, Japan Airlines had an even more ambitious idea: They asked Yassan to fly 65,700 miles, across six continents, to spell the word “PEACE” on a map, using GPS and iPhone tracking.
“Imagine a world without war,” Yassan writes of the project, which is material on YouTube . "That's my dream."
[embed]https://www.youtube.com/watch?v=OT2mqIuExLI[/embed]
These awesome stunts have always been great PR, but it seems like many brands have been producing selfless content to support local communities, conserve the environment, and promote world peace. ONE 2014 survey of PR firm MSLGroup found that 83 percent of millennials "really believe that business should be more active in solving the world's biggest problems." According to Deloitte's 2016 survey on millennials , young people appreciate purposeful employers much more than for-profit employers. And a report recently from global media company Havas Worldwide found that 73 percent of consumers believe companies have a responsibility to “do more than just make a profit.”
In fact, when Havas Worldwide polled respondents about the importance of 10 different corporate behaviors, from providing quality products to being transparent about business practices, improving improving the lives of employees beats investing in honors; meanwhile, maintaining strong values and dedication to the community is considered more important than low prices. Furthermore, nearly three-quarters of global consumers want brands to "express a vision of a better world" and "drive social change". Japan Airlines marketing is more than just sales and new destinations.
“As a brand, we believe that Yassan's journey and the project fully represent JAL's goal of connecting and connecting the world," said Yasuto Sasaki, vice president of brand promotion corporate branding at JAL. “Yassan's simple yet powerful message of 'Peace on Earth' aligns with our brand values and we hope to see this project continue to reach our customers.”
The days when brand sentiment was largely tied to products are long gone. Now, if companies hope to create a positive image and maintain loyal customer bases, they find themselves using their influence and means to make the world a better place — and then tell that story with increasingly important content.
What brands get from giving
Most brands already have philanthropic activities. The challenge is figuring out how to connect that altruism to the brand's focus and values.
Choose Toyota — the Japanese automaker continually works with many nonprofits, but it specifically highlights a number of charitable projects through digital and social media marketing. This January, for example, Toyota launched a campaign that allows Instagram users to turn their selfies into charity; the company donates $50 to the Boys & Girls Club of America every time someone posts a photo with the hashtag #Selflessie. The company also worked with Saatchi & Saatchi Los Angeles to engage celebrities and social influencers like Kelly Rowland and Debby Ryan to help spread the word. What started as a $250.00 0 donation effort ended up bringing in over $750.00 0.
“We wanted something with a low barrier to entry, but also a big payoff,” said Florence Drakton, Toyota's social media operations and strategy manager. Past efforts have included partnerships with Buckle Up for Life , which Toyota created with the Cincinnati Children's Hospital Medical Center. Every time a social media user posts the hashtag #BuckleUpForLife, Toyota will give away a car seat. Today, they're often led by content marketers like Drakton, who regularly collaborate with several Toyota divisions including products, financial services, and community relations.
“The campaign gives the charity more exposure and raises awareness about the concept of charitable giving, which is really close to who we are as a brand,” explains Drakton. .
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Zappos is another brand that has been in the news lately for investing in good deeds. In February, the online shoe retailer celebrated Leap Day with #TakeTheLeap, a movement that makes every Leap Day a national holiday. In addition to starting a petition on Change.org the company closed for the day and encouraged workers to make the most of their time off.
How will you spend the extra 24 hours? Sign our petition to make it happen # LeapDay a national holiday! https://t.co/IPSqnuXMKV pic.twitter.com/xXnylif36 F
– Zappos (@FormerlyZappos) February 25, 2016
Working with integrated advertising agency MullenLowe, Zappos filmed workers donate Zappos time and products for those in need, face their fears and even get married . The resulting videos have appeared on YouTube, Facebook, Twitter and Instagram.
[embed]https://www.youtube.com/watch?v=SOfYA2KMgZ8[/embed]
“We look for unique ways to drive employee engagement through fun, quirky initiatives and support employee personal and professional growth,” said Kristin Richmer, director Zappos's marketing manager explains.
Zappos has made it a habit to help you out. Besides #TakeTheLeap, the company also surprised an entire town with free and paid products pet adoption rescue . A big part of the success is that Zappos didn't treat this as a one-time promotional gimmick. When customers and employees expect this type of culture, it's easier for brands to promote their work without seeing it as self-serving.
When altruism doesn't work
While brands can profit from charity, advertising disguised as altruism can produce toxic results. It is possible that some projects that begin to give up altruism become uncomfortable and lose interest.
During the craze of the Ice Bucket Challenge of 2014 – initiated by the ALS Association to raise awareness about amyotrophic lateral sclerosis and the funds to treat it – Best Buy, TD Bank, Coca-Cola, Target, and many other brands are be censured for incorporating prominent company mascots and signs into their Ice Bucket Challenge video.
Companies also have trouble partnering with organizations that conflict with their products. Take KFC : The brand ran a campaign called “The Bucket for the Healer,” donating a portion of the sale to Susan G. Komen for the Cure. Unfortunately, KFC's fatty menu stands in stark contrast to its health-centric focus on breast cancer research and education.
A similar problem thwarted Starbucks last year when the coffee chain tries to start a conversation about race relations. Starbucks intends to stimulate” empathy and compassion for each other ”but the immediate consumer criticized the company is inappropriate and has an indecent tone. Fast Company referred to the campaign as a “PR disaster” and Note “There are simply no clear corporate interests.”
Zappos avoids conflict by choosing its causes carefully instead of trying to enter controversial conversations. “We find that we are most successful when we view initiatives and content as an extension of the company, respecting our values,” says Richmer. “You have to stay true to the core of the brand and execute authentic initiatives.”
Drakton, meanwhile, emphasizes the importance of making a difference – not just advertising in the media. “There are the right partners ready to help,” she said. “And if you can tap influencers, you can spread the message even further. ”
When developed with self-awareness, content related to altruism and charity can inspire, joy, and drive change. But when it's designed to sell fried chicken, that charity will leave a bad taste in your mouth.
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