Here are all of the posts tagged ‘Ben & Jerry’s’.
Society increasingly expects brands to give back at least as much as they take, and as a result, CSR is moving higher up the executive agenda.
However, many companies still think of CSR in terms of corporate philanthropy.
Although this thinking is more constructive than the mere guilt avoidance that characterised too much CSR in the 1980s, it misses a much bigger opportunity.
Brands that get CSR right don’t think of it in terms of obligation; they see it as a real opportunity to build mutual value for their brands and their communities.
Many of the world’s best-loved brands started out with a civic agenda at their heart.
One of the best examples is Cadbury, who went beyond offering world-leading working conditions to build an entire community around its Bourneville factory:
In 1893, George Cadbury bought 120 acres of land close to [the Bourneville factory] and planned, at his own expense, a model village which would ‘alleviate the evils of modern more cramped living conditions’. By 1900, the estate included 314 cottages and houses set on 330 acres of land. [source]
Modern-day civic-minded brands have extended this sense of community beyond their own workers, and brands like TOMS are defining compelling new standards of ethical business with their ‘One for One’ business model:
Read more about TOMS’s ‘One for One’ approach here
By putting CSR at the heart of the brand’s proposition, TOMS has created a truly ‘remarkable’ brand, inspiring so much admiration and interest that people feel compelled to share its story themselves:
— shannonrose (@ShannonBraddon) June 28, 2013
— Jessie Steinwand (@jessiestein99) June 27, 2013
Brands in the finance sector have also been more proactive in their CSR efforts in recent years, with brands like The Cooperative Bank offering what they term an ‘ethical’ approach to banking.
Brands are also increasingly using CSR as a cornerstone of their marketing.
American Express’s Small Business Saturday initiative has redefined the ambitions of marketers everywhere, driving billions of dollars in sales for small business, and delivering a huge boost to AmEx’s revenues in the process:
Indeed, Small Business Saturday has done so much to help communities across the USA that it earns the kind of endorsement that traditional marketing dollars could never buy:
My family & I started our holiday shopping at a local bookstore on #SmallBizSat. I hope you’ll join & shop small this holiday season. -bo
— The White House (@whitehouse) November 24, 2012
Effective CSR doesn’t have to be large-scale to add community value though; brands like Ben & Jerry’s and Oreo have incorporated civic-minded messaging in their marketing too, taking a public stance on issues that they believe in:
Most people still recognise that these activities as marketing, but when the alternative is interruptive advertising selling things people neither want nor need, it’s easy to understand why community-minded marketing gets more positive feedback across different audiences.
Giving vs Growing
Brands can also use community activities as part of market development.
A great example is Nike’s ‘Reuse-a-Shoe’ programme, where the brand recycles old sneakers to create surfaces for inner-city sports grounds:
Communities benefit through access to state-of-the-art sports facilities where they can exercise and train for free, while Nike benefits by getting people more actively involved in sports, thereby increasing potential sales and offering the chance to identify star athletes of the future.
CSR Should Be Win-Win
This ‘mutual benefit’ approach is the key to sustainable CSR success, and offers the greatest potential rewards too.
The obvious goodwill benefits that these activities generate mean civic-minded brands are more likely to be welcomed into people’s daily lives.
Beyond straightforward preference drivers, CSR can be a powerful part of a brand’s social media activities too.
At the most basic level, CSR initiatives offer brands a meaningful way to engage their audiences in conversation.
More importantly, though, audiences are far more likely to share their own stories about brands that make a real difference to people’s lives, and this sharing can result in powerful, organic conversations across social media and beyond.
So, instead of an approach that requires brands to reach into their coffers to relieve the corporate conscience, brands need to start thinking of CSR in terms of opportunities to add tangible value to a variety of stakeholders:
The brands that will win tomorrow won’t just give back to communities; they’ll actively nurture and build communities too.
Social Media Dominates Asia Pacific Internet Usage
Nielsen announced its Asia Pacific Social Media Report and found the region has undergone an unprecedented level of growth in the past year. Notably, social media is seen as having a noticeable impact on consumer purchasing decisions:
In Asia Pacific, online product reviews are the third most trusted source of information when making purchase decisions, behind family and friends. This is particularly so for purchases of consumer electronics, cosmetics and cars – products where consumers are most likely to base their purchase decisions on online product reviews.
The report looks at Internet usage across Korean, Japan, Taiwan, Hong Kong, Australia, New Zealand, India, Singapore and China.
Foursquare in talks with Google, MS and Yahoo! about search partnerships
The Telegraph reports that Foursquare is in talks with the three major search engines which could allow people to look up the most popular bar or restaurant in their area in real-time. Dennis Crowley, Foursquare’s co-founder, has said:
Our data generates hugely interesting trends which would enrich search… Twitter helped the world and the search engines know what people are talking about. Foursquare would allow people to search for the types of place people are going to – and where is trending
It’s worth noting that Twitter’s first commercial deals were with Google, Yahoo!, and Microsoft, licensing its real-time feed of information.
Say Hello to the New MySpace Profiles
After reports of falling traffic figures, it looks as though MySpace is trying to change its fortunes by completely redesigning its user profiles. MySpace confirmed that it was demoing a new look and feel to the site, which includes:
- An improved UI and navigation menu
- A Facebook like newsfeed with a user’s recent activity
- Social network integration with other sites like Facebook or Twitter
Facebook will announce 500 million users; announces 150 million on mobile
In anticipation of hitting the half billion user mark, Facebook is planning to mark the occasion with a new consumer marketing initiative called ‘Facebook stories’ in which they hope to celebrate the impact of the social network on their users’ lives.
The announcement is expected any day now, and will sit alongside other large milestones announced last week, such as hitting 141 million unique visitors in the US (comScore). There are also an estimated 150 global mobile users, according to Facebook’s Head of Mobile Products Eric Tseng, who also indicated last week that we can expect to see Facebook’s “Like” buttons in mobile applications soon.
The New York Times notes that with this impressive growth, comes some grim challenges at the social network grapples with how to handle deaths in the system as older users die:
Now, people over 65 are adopting Facebook at a faster pace than any other age group, with 6.5 million signing up in May alone… People over 65, of course, also have the country’s highest mortality rate, so the problem is only going to get worse.
That said, big steps have been made to improve the ease with which ‘ghosts in its machine’ are identified, and profiles can be “memorialised” such that grieving friends can still post messages on those pages as a tribute.
Apple deleting mentions of Consumer Reports’ iPhone 4 piece on forums
Since the iPhone 4’s release last month, Apple has been going through a bit of a rough time with widespread reports of an antenna design flaw that was causing the mobile signal to degrade and calls to be dropped.
Consumer Reports last week released independent findings that confirmed there was a design flaw with the iPhone 4 which caused problems with its reception. This news spread quickly online, but Apple made the questionable decision of “deleting threads about the Consumer Reports article from its support forums”, which deepened the crisis further.
Old Spice social media campaign
Last week Old Spice / Wieden+Kennedy turned a lot of heads with its innovative use of social media for its ‘The Man Your Man Could Smell Like’ campaign. We’ve twice written about the campaign so it needs little summary here – head over to our previous posts to learn more.
Starbucks is the first brand to reach 10 million Facebook fans
Following on the heels of Lady Gaga becoming the first ‘person’ to gather 10 million fans, Starbucks has now become the first brand to collect 10 million fans for its Facebook page. According to Inside Facebook:
The company’s audience of 10 million people around the world has been hard won with marketing, promotions and advertising. Over the years Starbucks has given away free ice cream on Facebook, been recognized by Facebook [for fan page innovation] and was also the most popular brand [on the social network].
Ben & Jerry’s drops email in favour of social media
Ice cream brand Ben & Jerry’s is looking to abandon its current email marketing activity in favour of using social media, such as Facebook and Twitter, to engage with customers on an ongoing basis. The decision was based on the feedback they received from customers who would prefer being contacted via social media. Ben & Jerry’s still plans to send one email update to customers each year, and the company has received “mainly positive feedback on the decision” thus far.
K2 Skis redirects entire company website to Facebook
K2 Skis has made the bold decision to redirect the company’s entire website to its Facebook Fan Page in an effort to boost its fan base. By becoming a Fan of their page, users will be able to see next year’s line up. All Facebook notes that this is the first time they’ve “ever seen a company shut down their corporate site as part of a promotion,” but it doesn’t appear to be driving significant numbers just yet.
BT uses social media to decide ending for TV ad campaign
BT has taken to Facebook in order to have the public decide the ending to their long-running ‘Adam and Jane’ TV ad campaign. Fans of the “Please don’t let Adam and Jane off the BT home hub advert break up…” Facebook group were given a sneak peak of the ad before it aired this weekend, and asked to vote on the ending which will be aired in late August.
The Human Avatar
This just about sums up The Human Avatar campaign for EA’s new game All Points Bulletin (APB). To tie in with the customisation available in the new game, APB decided to take a real person and over the course of several weeks transform them into a real-life avatar that will be released in the game – all to be decided by votes via their website. After selecting the candidate Josh, users then voted on his haircut (cyber punk), piercing (septum) and tattoo (back wings).