SiteLab presents a cause marketing campaign case study for client Sunkist Growers, the leading international supplier of fresh fruit, and the oldest operating citrus cooperative in America, owned by thousands of citrus growers across California and Arizona. Learn how they used social media to propel their brand and do social good by partnering with retailers across the country to encourage families to raise money for charities close to their hearts.
2. SITELAB INTERACTIVE
Jenn Barber – Social Media Strategist
From startups to large enterprise brands, I consult
SiteLab’s clients to connect them with opportunities
to engage with social media. A few of my client
successes include:
Growing Facebook likes to over 40,000 in less
than 6 months
@jbarber5000
Attracting over 680,000 referred visits from
Pinterest alone
Writing engaging content Retweeted by the
Huffington Post and Self Magazine
3. SUNKIST GROWERS – ABOUT
Did you know Sunkist Growers is a non-profit company?
The oldest continually operating citrus cooperative in America
Do not own a single citrus grove
Cooperative of CA and AZ citrus growers
Billion dollar / year company (with no stock!)
Largest marketing cooperative in the world's fruit & vegetable industry
Sunkist in Social Media
Facebook – 95,570 likes
Twitter – 8,795 followers
Pinterest – 253 followers
5. SUNKIST SOCIAL(IZES) FOR GOOD
Sunkist Growers does a cause marketing campaign annually
2008 – “Slice & Click” pic of your “Sunkist Smile” (orange wedge in
the mouth) to win prizes. Sunkist donated $50K to Special Olympics.
2009 – Grew its Facebook presence by matching $1 for every new
Facebook LIKE up to $5,000.
2010 – “Sharing is Caring” partnership with Jewel-Osco® to donate
$7,500 to a local food bank in IL and promote Cara Cara variety.
2011 – Partnered with Kennedy Wilson bank to donate $300K to 2011
Japan Relief Fund for Tsunami victims through fan donation matches.
2012 – Brought back the award-winning, cause marketing “Take a
Stand” campaign.
6. Sunkist
“Take a Stand”
Take a Stand
Since 2004, 65,000 kids from every US state
and every province in Canada help charities
through the Take A Stand promotion
Encourages kids to donate their earnings from
“a good old-fashioned lemonade sale.”
Has raised $3 million for charity by kids since
2004
Open to kids ages 7-12
Partners with Retailers to sell lemonade stands
Gave away 60 lemonade stands through
Facebook
CASE STUDY
14. HOW-TO START: ASK QUESTIONS
Is there a charity you strongly support (or that your customers do)?
What is your budget for development, execution, and promotion?
How much can you donate? Will you match?
Is there anyone you can partner with to donate more?
Who are your influencers? Point-of-sale, bloggers, etc.
What type of supporting materials or information can you develop?
Is there a campaign you can recycle?
How can you get people excited about your charity too? Do you have
a personal story to share?
22. FIND OUT WHERE $ GOES
Find out exactly where the $ goes.
23. MEASURE SUCCESS
Metrics
Number of pledges*
Funds raised*
Website traffic
Click-through rates
Facebook LIKES /engagement
YouTube Video Views
Twitter hashtag usage
Benchmark and measure success!
24. DOs & DON’Ts
DO be authentic and sincere
DO write and get approval on social media posts before launching
DO expect criticism and have a plan to address
DO be flexible and patient when dealing with non-profits
DON’T be vague on how much of donations goes to non-profit
DO stay in cause marketing for the long haul
DO think local
DO get people excited about the cause before asking for money
DON’T be afraid to be honest and apologize if things go wrong
DO plan communications for when you reach your goal