Cause marketing is a powerful way for brands to differentiate themselves, drive sales and brand health and inspire and unify their employees.

2. 2 converging drivers to marketing disruption
MILLENNIALS TECHNOLOGY

3. Technology has enabled people to shop, share
and choose brands completely differently

4. It’s no longer about who
shouts loudest; but
about what brands give
their customers to value
& share.
And more importantly,
why they are doing it.
Which means
marketers have to think differently

5. Millennials: Ripping up the rulebook
How they value
the time they
have on this
planet & what
they want to do
with it is very
different

6. One word keeps coming up consistently

7. Millennials favour brands that empower them,
especially their sense of purpose

8. One other major factor affecting business

9. Research makes a strong case for brands
to support good causes

10. People increasingly looking towards
business to solve society’s problems
*The Consumer Study. From Marketing to Mattering

11. But perception is that business
is currently failing to deliver
*The Consumer Study. From Marketing to Mattering

12. Meanwhile brands are losing relevance
⌃Havas Meaningful Brands Global Report

13. But there is a clear upside and a powerful
opportunity for brands to seize

14. Brands that support social & environmental
issues will be rewarded with trust & loyalty
2015 Cone Communications/Ebiquity Global CSR Study

15. ‘Cause’ drives high intent to purchase
2015 Cone/Echo Global CSR Opportunity Study
93% of consumers
will buy a product
associated with a
cause
93%

16. AND is a powerful driver of brand switching
#Cone Communications Ebiquity Global CSR Study

17. Consumers want to partner with brands
 71% believe brands and consumers could do more to support good causes by
working together
 63% want brands to make it easier for them to make a positive difference
Edelman Good Purpose Study

18. The bottom line: brands that do good
grow faster than other brands
33% of people choose to buy from
brands they believe are doing social
or environmental good
Unilever’s Sustainable Living brands
accounted for nearly 60% of the company’s
total growth in 2016 and collectively
GREW 50% FASTER
than the rest of the business
GROWTH
33%
Unilever Consumer Study

19. Against this backdrop, Marketing & CSR
coming together to build social and brand value

20. Market Challenges

21. Marketers struggling with
some specific problems
1. Lack of a compelling brand proposition
2. The pressure for sales today
means they’re often in a tactical cycle of pricing and value offers, which only serves to erode the value of
their brand.
3. Low staff engagement
leads to poor retention, which inevitably leads to poor customer experience, which makes building a
believable brand promise almost impossible.
that seizes the attention of millennial consumers and builds brand health, means there’s low top-of-mind
awareness for their brand.

22. Enter “Brand Purpose”

23. Important piece of thinking missing
in the Purpose debate
Brands need to think less about what
they can say about themselves to be
relevant to their prospective
customers…
And think more about what they
can contribute positively to the
world we live in.

24. Cause Marketing offers a powerful solution
1. Lack of a compelling brand proposition
2. The pressure for sales today
means they’re often in a tactical cycle of pricing and
value offers, which only serves to erode the value of their brand.
3. Low staff engagement
leads to poor retention, which inevitably leads to poor
customer experience, which makes building a
believable brand promise almost impossible.
that seizes the attention of millennial consumers and
builds brand health, means there’s low top-of-mind
awareness for their brand.
Seize attention of
consumers
Drive short-term sales
+ improve brand health
Inspire & unify staff and
partners behind a
common cause

25. Brands are now marketing themselves as
active contributors to Society

26. They are facilitating consumer contribution

27. Even acting as activists for causes

29. And empowering people towards a more
purposeful existence
Video

30. Cause Marketing Case Studies
from around the world

31. Shake Shack’s Great American Shake Sale
for No Kid Hungry

32. Shake Shack’s Great American Shake Sale
for No Kid Hungry
Video

33.  Funds raised:
 2012: $136k
 2013: $285k (+110%)
 2014: $338k (+18%)
 2015: $504k (+49%)
 2016: $597k (+18%)
 Redemption rate 44%
 Average additional spend:
+$8 per guest
 +4% increase in foot traffic
vs previous month
BUSINESS RESULTS (2013):SOCIAL RESULTS:

34. Still going strong & now rolling out globally

35. Pampers cares for babies’ happy
healthy development

36. Pampers 1 Pack = 1 Vaccine

37. September
11, 2007
Packaging
Pampers.com
Mailers
In-Store
PR
TV 30” & 60”
Print
1 pack = 1 vaccine

38. Pampers 1 Pack = 1 Vaccine
Video

39. Outstanding brand & social results
 Impressive sales uplift and share gain across multiple
markets
 Unprecedented trade support
 Social results 10 years since start of campaign
 500,000 newborn babies saved
 300 million vaccines administered
 Helped eliminate MNT in 17 countries

40. ANZ GAYTMs

41. A celebration of shared values
62 million media impressions
across 70 countries,
with 90% positive sentiment
Campaign attracted
thousands of new customers
in NSW
Delivered ANZ the highest
social engagement of all
Australian banks across
Facebook, Twitter &
Instagram
Outstanding staff feedback

42. 2016: 10th Anniversary of Partnership

43. 2016: 10th Anniversary of Partnership

44. 7,000 branch visitors
Average all branches 1,000
New accounts doubled
816 million media
impressons
Darlinghurst branch
previously ranked low in ANZ
network for transactions,
now ranked amongst top 3

45. The SIMPLE Approach to Cause Marketing
A methodology to unlock the full value of a cause marketing program
• Incremental sales
• Improve brand health
• Inspire & unify your employees
PUT YOUR BRAND ON A PATH TO PURPOSE

46. FIND OUT MORE ABOUT OUR DISCOVERY WORKSHOP &
OUR PATH TO PURPOSE PROGRAMTM
www.sundaylunch.com.au
Australia’s first cause marketing
book launched October 2017