What's a Positive Impact Campaign?

And Why is Nobody Buying it...

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.

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#RECOLOUR THE RAINBOW

Firstly, Skittles. For the sixth year running, Skittles celebrated Pride with a campaign to be proud of.

How? Partnering with LGBTQ+ organisations and celebrities, Skittles recoloured iconic imagery and shone light upon the archives.

With content this sweet, everyone wanted a taste. As a result, we pulled 1.6M impressions and 22.8K link clicks.

LYFTUP CAMPAIGN

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.

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KEVIN THE CARROT

Next, Aldi’s Christmas ad. Marcus Radishford was voiced by — you know it, everyone’s favourite pseudo-dinner lady — Marcus Rashford.

Aldi pledged to donate 1.8M meals to families over the festive period. Like Lyft, this partnership called on the social and cultural alignment of the famous face. Remember #MakeTheUTurn? Where Rashford forced the gov to supply free school meals during the holidays? Maybe Marcus has the magic touch, because this ad was another massive success, being crowned the ‘most effective’ festive ad of 2021.

Aldi bagged 10.8k mentions across social channels, blogs, and news sites. Plus, they snatched 28% of the total share of voice between 7 of the leading supermarket Christmas ads. Not bad.

#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.

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In conclusion, celebrities sell — but, that’s not news. What’s news is that celebrities can be leveraged to have a positive impact through brand collaborations.

In other words, whether it’s directly making an impact or indirectly raising awareness, celebrities can carry a message to where it needs to be.

See for yourself. Read more about this in our 2022 Trend Report now or hit us up at info@seenconnects.com to see how influencer marketing can support your brand’s social cause.

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