How to Do Cause Marketing Right With Influencers
Reprinted with permission from MediaKix. See the original here.
What Marketers Can Learn From Top Examples of Cause Marketing With Influencers
Influencer marketing has seen rapid expansion in the last few years. It began as a marketing experiment when brands partnered with the biggest social media stars to promote their brands and products, but now it’s a full-fledged industry that’s worth over $1 billion on Instagram alone. The world’s largest and most intrepid brands are using influencer marketing and partnering with major charities to associate themselves with good causes.
With 87% of customers willing to switch from one brand to another based solely on association with a good cause, social and environmental responsibility is a priority for consumers. Marketing and advertising efforts are more effective when brands partner with causes, too — 95% of respondents in a survey of college students said that they were less likely to skip a brand’s ad if it was promoting a partnership with a cause.
Cause marketing with influencers can help brands reach audiences in a personal way by using a powerful message. From incentivizing posts to spreading positive messaging, cause marketing can help brands rise above the noise and leave consumers with a lasting impression. These top examples of cause marketing can help brands and marketers add another layer of impact to their next campaign.
Red Nose Day And M&M’s #MakeMLaugh
Popular fundraising campaign event Red Nose Day is part of Comic Relief UK and is aimed at eliminating childhood poverty. Red Nose Day partnered with M&M’s to execute a large influencer marketing campaign with celebrities and YouTubers. M&M’s donated $750,000 to Red Nose Day, then committed to another dollar (up to $250,000) every time a fan made someone laugh and posted it to social media with the hashtag #MakeMLaugh.
Red Nose Day and M&M’s collaborated with influencers and celebrities like Jack Baran and Olivia Wilde to spread the word about the campaign. Red Nose Day is a very recognizable campaign and by giving fans and users the ability to affect change through a financial contribution with a post, M&M’s saw massive reach and engagement, totaling 269.7 million social media impressions and 2.9 million engagements on content.