Associating environmental, social, or political causes with brands isn’t just a cheap trend. Done properly, it is also effective: studies say 7 in 10 consumers have purchased a product or service because it supports a cause they believe in. But brands must be careful to select an appropriate cause. If the issue doesn’t fit what they’re selling, they could be accused of using trendy charities to make a profit. HD did well with their "help honey bees" campaign. 40% of Häagen-Dazs flavors depend on honey bees the brand has come up with three initiatives to increase the public’s awareness regarding this phenomenon. this seed paper: all you need to do is plant it it and watch your flower grow. It gives a brief explanation of how you can help honey bees. Plus, it’s an interactive and fun marketing strategy to attract consumers. Youth online have a lot of socio-political energy and word-of-mouth impact In two weeks the “Bee-Boy Dance Crew” video was viewed over 2 million times online. In addition, it received more than 3,500 comments on YouTube and was “buzzed about” on more than 130 sites and blogs and over 11,000 forum discussion sessions. The video continues to receive a four-and-a-half star rating on YouTube. According to Josh Warner, president and founder of Feed Company, Feed Company typically charges between $60,000 and $75,000 for the viral seeding of a campaign of this scale. “Häagen-Dazs definitely got their money’s worth,” Warner said. I think Warner is right: viral seeding can create massive reach at very low costs per contact. Coverage in the Huffington Post, on Treehugger, and CNN, which picked up the story and spread it nationwide, contributed to significant microsite traffic. Visits to Häagen Dazs’ “save the bees” site spiked, reflecting heightened interest in the bee issue, and solidifying consumers’ connection between brand and cause. While bees haven’t yet been saved, intensified consumer interest in Häagen Dazs ice cream — of which every pint sports the pro-bee message — suggests perhaps people have begun to care.
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