Often, consumers will see a major corporation run an advertising campaign that shows the company supporting a greater cause. Think of Coca-Cola’s advertisements about their sustainability initiatives, or any number of car companies’ ads about reducing their carbon emissions. These campaigns are known as corporate social responsibility (CSR) campaigns and are designed to help boost goodwill towards a brand in a natural way.
What are the opportunities and challenges of a CSR campaign?
A CSR forward campaign is when a for-profit corporation uses social and environmental benefits to pursue its organizational goals, such as revenue growth and maximizing shareholder value. While CSR can be an excellent strategy if a company’s marketing team approaches it properly, it can also backfire if the marketing is not deliberate and sensitive.
The biggest risk of running a CSR campaign is the possibility that it will be seen as insincere and opportunistic. Audiences are understandably wary of any for-profit company trying to “make an impact” because they believe they are just in it for the money — and some are.
However, with proper planning and execution, these campaigns can have a positive impact on the company and community at large. To succeed in a CSR campaign, a business must show a legitimate commitment to the cause they claim to support above and beyond the company’s bottom line.
How to run a successful CSR campaign
The first step in a successful CSR campaign is to define the goals of the campaign and ensure they align with the company’s values. It is at this point that a company must put the most thought into which cause they will support.
An appropriate cause will depend heavily on the brand’s identity, as it is generally best to choose a mission adjacent to the company’s field. For example, a pet food company would be best served by a CSR campaign about wildlife conservation, and a manufacturer by an anti-pollution campaign.
Companies should also research their target audience. Understanding the target audience’s demographics, interests, and values is key to tailoring a CSR campaign that has an effective impact. If a campaign does not connect with the target audience, it can easily be perceived as stale. Although consumers care more about social responsibility than ever — with 70% saying they want to know how the companies they purchase from address important issues, and 46% considering this an influence on purchasing decisions — it is easy to lose that trust. When that trust is lost, it is exceedingly difficult (if not impossible) to regain it.
As such, companies running a CSR campaign must develop a clear message that communicates the campaign’s purpose and how it aligns with their CSR goals. Of course, for a company to feel sincere about a cause, the marketing materials they produce must feel knowledgeable and informed. However, it is also important not to lose track of the company’s role, as a big part of these campaigns is to make the company look good.
A CSR campaign must also be delivered using the right channels to be effective, and this too depends on the target audience. For example, projects and brands hoping to reach younger consumers are likely to be better served by leveraging social media, while older audiences are more effectively reached through more traditional means like television spots or donation-matching campaigns.
Companies must be transparent about the impact of the campaign. Consumers want to know how much money is being spent to support the cause, to what organizations it is being given, and how it is being used. As such, the most effective CSR campaigns are those with actionable, measurable goals, since the results of these campaigns can be easily and understandably communicated to consumers. This transparency is a powerful way to build consumer trust and brand loyalty.
A proper CSR campaign can help connect brands with consumers who might not have otherwise been interested in the company through a common passion for supporting a cause. Although companies must be cautious to show legitimate support for these initiatives and avoid being seen as insincere, CSR campaigns can be a powerful tool to improve a brand’s image when properly used.
About the Author: Ray Sheehan is the Managing Partner of UpcomingEvents.com, a North American event production and marketing company. He has a background in strategic planning, marketing, event management, and advertising and has helped the company expand from one city to over twenty states. Before this role, Ray owned and operated philly2night.com, a production and news company in Philadelphia and South Jersey. He oversaw all aspects of the business and produced a nationally syndicated television show. In 2020, he launched the G.I.F.T Program as part of Old City Media. Ray is recognized as a leader in the special events industry and an innovative thinker in the Philadelphia community and beyond.
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