Fight for a Cause

Back 

The Cause: 

Change Romania's image on the internet.

McCann Erickson, Bucharest

The Cause: 

Give people a chance to share beautiful words with someone they love.

Ogilvy, Amsterdam

The tool

Create a cause and launch a campaign in which the brand is presenting the cause and supplying the initial platforms for people to engage with the cause and participate in it.


Through the exposure to the cause, the brand idea is reinforced, together with the awareness and sympathy to the brand.


 

What is a cause?

A cause can be any idea or goal with a common objective which leads people for action in order to change or to obtain it.

Why a Cause?

    

  • Because people have an emotional or a practical interest in the cause.
    • 

  • Because the cause may matter to people more than the brand (people are sometimes sceptical of and suspicious towards brands).
    • 




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Although the main focus is on the Cause and not on the brand, at the end of the day, the sympathy and awareness of the cause is reflected back onto the brand.

Step by step

1

Define the brand idea/value/message/ you wish to convey.

2

Identify beliefs, behaviors, barriers, emotions, unfulfilled desires, complaints etc., that are related to the brand idea/ message.

3

Based on any of these Insights, think what kind of cause you can create, and how it may strengthen the brand idea/ values.

4

Construct a campaign, which will be as involving and as engaging as possible.

The 3 variations for creating a cause:

  • 1. Create a movement:

    People are invited to participate and to achieve together a common objective.

    Tip for creating a movement:
    List the problems people have in their life and which may have some relation to the category. Think how the brand may take advantage of this, by creating a movement, or suggesting a cause around which people may campaign or express their support, thus helping them to address the problem.

  • 2. A common cause with individual expression:

    The cause is common for many, but each person may express it differently and individually, and may address it to different individual/s in different ways.

    Tip for creating a common cause with individual expression:
    Sometimes, depending on the insight you have, it is interesting to consider creating a cause which is relevant and common for many, but each person may express it differently and address his/her expression to different individual/s in different ways.

  • 3. Create a Debate:

    Instead of creating a cause, create a public/social debate, where people can express their opinions through voting/ debating/ discussions etc.

    Tip for creating a debate:
    Instead of creating a cause, create a public/social debate, where people can express their opinions through voting/ debating/ discussions etc.
    The debate itself should promote the cause and the brand idea behind it.

More tips

  • A Controversial Cause

    Creating a controversial Cause can attract lots of media attention and buzz. Make sure that, at the end of the day, your core target audience is likely to support or identify with the side of the cause the brand stands for.

  • Identify conflicts

    Try to identify any conflicts (inner / emotional / moral / relational) people have, which are related to the category or to the brand’s idea;
    Then think how the brand may take advantage of this, by suggesting a cause through which people may express their voice, thus helping them to address the conflict.

  • Name your Cause

    Finding a good name for the Cause is crucial for success.
    A good name captures the essence of the cause and compels people to take interest in it.

The Checklist for a winning cause:

    

  • Really motivating for people to take part in it.
    • 

  • Irresistible for the media to cover (there is a good story to tell).
    • 

  • Ultimately, spreads out the brand idea.
    •

Examples



ROM: Romanians are smart. By McCann Erickson Bucharest





Dream Crazy, Nike. By Wieden+ Kennedy





DELA: Why wait until it’s too late? By Ogilvy Amsterdam





Spies Travels-Do it for Denmark. By  Robert/Boisen & Like-minded, Denmark.





Dove- Project #ShowUs, by Publicis Sapient USA.







Volvo- the E.V.A initiative, By Forsman & Bodenfors, Sweden. 







P&G Ariel- Share the Load, by BBDO, India.



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