Believe it or not, successful marketing isn’t all likes and shares… Shoppers are more invested in brands with a strong social impact. For example, 78% remember a brand for this reason, and 66% consider this when making purchase decisions.
Money talks. Moreover, brands that use their money and their talking to make a positive impact, are miles ahead. Read on to see how these four brands have finessed a positive impact.
Then, we got LyftUp. Did you know 4.5M Americans can’t access reliable, affordable transportation? Lyft did, so they gifted free year-long bike share memberships to under-privileged youths.
Lebron James fronted this campaign; he’s previously mentioned his poor upbringing, where bike riding ‘opened doors’ for him, so this made him the perfect frontman.
CNBC revealed more than 40% of Lyft rides start or end in low-income areas. Therefore, Lebron’s story archetypically aligns to a lot of Lyft users. As a result, this campaign was nominated for Best Influencer Endorsements at the 25th Annual Webby Awards.
#SAFE HANDS CHALLENGE
Finally, let’s throw it back to the World Health Organisation’s #SafeHands challenge. This campaign set to encourage proper, thorough hand washing. Clearly, we must have been doing it wrong, but the challenge itself couldn’t have gone more right. Within 48 hours, #SafeHands was used nearly half a billion times on TikTok.
Celebs and influencers like Mariah Carey and Charli D’Amelio scrubbed up, fuelling over 5.5B hashtag views. Also, the WHO encouraged UGC, promising they’d feature the most creative content on their own channels.
The common interest of public health made this trend super transmittable, especially considering TikTok’s 18% download rise between 16th-22nd March 2020.