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HBR on The 5 Ingredients of a Successful Cause Marketing Campaign

February 22, 2016
By Jarrod Whaley
Image credit: Harvard Business Review

Joe Panepinto of Genuine Interactive, a Boston-based digital marketing firm, recounts for Harvard Business Review his recent experience in designing a cause marketing campaign:

[...] we took a three-step approach to considering our options for tone, appeal/approach, and the most effective elements. The results told us that while there is no magic formula for guaranteeing an impactful cause campaign, there are five ingredients.

Drawing upon extrapolations formed from a number of different data sets, Panepinto and his team posit one theory of how best to design a cause marketing campaign. Marketing is of course never an exact science, but we feel that the conclusions drawn here are spot-on, and we highly recommend considering these points to anyone looking to design a cause marketing campaign.