How to Do Cause Marketing Right With Influencers
Reprinted with permission from MediaKix. See the original here.
Boxed Water Plants Trees For Fans With The ReTree Project
Boxed Water took post incentives in a different direction with its ReTree Project. With a goal to plant one million trees in the next five years, the ReTree Project plants two trees each time someone shares a photo of Boxed Water on Instagram with #ReTree. Boxed Water partnered with large influencers like Aiden Alexander, but smaller influencers like Bethany Smalland Kirsten Rickert of @magnesium_blue have been involved, too.
Boxed Water’s initiative is unique in that it’s ongoing. Fans have had a chance to get involved in the campaign beyond a single campaign that would normally only span a short period of time. Like M&M’s campaign, it also benefits from earned media and the organic spread of brand awareness and positive messaging through a wide variety of social channels. As people with followings big and small post photos of Boxed Water in the name of planting trees, they’re helping the planet and helping a brand reach new audiences at the same time.
Stella Artois’s Oscar Campaign To “Buy A Lady A Drink”
During the Oscars, Stella Artois launched a large influencer marketing campaign called "Buy A Lady A Drink" to take advantage of excitement surrounding the event. Partnering with former Miss USA Olivia Culpo and Marchesa Fashion, Stella Artois promoted Water.org with the help of six major fashion influencers with a combined total of 3.1 million followers.
Stella Artois sold limited edition chalices for $13 that were inspired by Culpo’s water-inspired Marchesa dress for the Oscars, with each sale going toward furthering water.org’s mission of providing five years of clean water to a person in need. Using the hashtag #1Chalice5years, influencers posted photos of the chalice and explained the mission behind water.org. In one week, Stella Artois’s campaign saw about 9 million impressions on a total of 20 sponsored posts. The company drove sales of the chalice and spread awareness for water.org by finding a way to tie the coverage and attention on Oscars fashion to Stella Artois and a good cause.
