Podcast 5: Thinking outside the vault Marketing ideas from other industries
Corporate social responsibility (CSR) is the new trend in marketing. Learn from companies who have gotten it right — and who have gotten it wrong.
0:23What is CSR? CSR stands for Corporate Social Responsibility and it is increasingly important to younger consumers. As such, brands are beginning to create marketing campaigns around the impact the brand has on society.
0:53Growing Focus of Super Bowl Commercials. For the past decade, CSR focused campaigns accounted for 6% of the commercials. In 2018, that jumped up to 25%.
1:20Don’t do this, Pepsi's Commercial. Pepsi tried to embrace CSR for one of their campaigns, but it didn’t go according to plan. The ad was released on YouTube, promoted for 24-hours, and by then the damage was done.
1:54One of the criticisms of the Pepsi commercial was that it was too similar to the photo Taking A Stand In Baton Rouge. This photo was an important moment and image for the Black Lives Matter movement.
2:12The Pepsi Commercial. Despite being removed by Pepsi, there are still copies floating around the internet. There is a secondary lesson; Once you hit publish, it is out there forever.
5:10The fallout to the Pepsi Commercial was huge and it was criticized for being tone-deaf and trivializing the movement. The consumer response generated massive amounts of negative PR for the company.
6:23How to do CSR right. Nike embraced controversy when they made Kaepernick the face of a campaign. At the time, Kaepernick was receiving backlash for kneeling during the national anthem. This was a calculated risk for Nike, and many pundits anticipated that it would play out poorly, but Nike knew their target audience would respond positively.
10:50CSR doesn’t require controversy to be effective. Dominos Paving For Pizza campaign is a great example. They have been able to generate positive press and sentiment by making a real difference in the communities they serve.
13:30Rapid fire brainstorming
Donate to non-profits/local causes
Address urban blight: abandoned buildings, litter, etc.
Host personal finance courses
Create co-working spaces
Run a community garden at your branch
Invite tutors for group sessions/study nights at your branch
18:00Have you or will you incorporate CSR into your marketing? Let us know by emailing firstname.lastname@example.org.