For the bulk of the 20th Century, Madison Avenue followed the unwritten commandment, “Thou Shalt Not Court Controversy.” Brands lived in a bubble. Advertisers didn’t want to take sides on an issue because the other side could be offended or angered. That could impact sales. But, as a Nobel Prize winning bard once wrote, “The Times They Are A Changin’.” Gillette is the latest to join the fray.
We know that when brands connect themselves with a cause it can improve their public perception and increase sales, especially among women and Millennials. Now we’re learning that when brands take a side, they can gain more than they lose. Nike stock soared after its ad campaign with Colin Kaepernick. He is the former NFL player who decided to kneel during the national anthem. Some burned their Nike gear in protest of the protest, but Nike sales climbed 31%.
Now we have a… Continue reading
Targeting Millennials is a common goal for many clients. There’s a misconception that the only way to reach them is through digital as if they don’t see billboards while driving or have a mailing address. They may have a tremendous digital presence and be targetable through traditional means. But now matter how you reach them, studies show one underlining factor that converts Millennials into a customer is a company with a cause.
When we say “cause,” we don’t mean a company bringing xyz product or service to customers in an efficient way, or whatever a mission statement reads. That’s not the type of cause or purpose we’re talking about. What we’re talking about comes from a Kantar study finding two-thirds of Millennials and Gen-Zers will buy from a company that’s taken a stand on a social issue through cause marketing or business model.
Take for… Continue reading