Cause Marketing

Part
01
of two
Part
01

Cause Marketing Case Studies-Part 1

SmartyPants Vitamins, Jamieson Vitamins, and Naturelo Premium Supplements are companies in the health supplements industry that have shifted their marketing efforts to cause marketing.

CAUSE MARKETING CASE STUDIES

1. SMARTYPANTS VITAMINS:

  • SmartyPants Vitamins has partnered with Vitamin Angels to help provide life-saving vitamins to mothers and children at risk of malnutrition.
  • For every bottle of SmartyPants sold, the company makes a 1 for 1 nutrient grant to Vitamin Angels.
  • The company has made 10.2 million nutrient grants to moms and children in need.
  • The company used TV campaigns for its marketing efforts before engaging cause marketing.
  • SmartyPants Vitamins used YouTube for its marketing campaigns before and after cause marketing.
  • The company also used Facebook for its marketing before and after cause marketing.

2. JAMIESON VITAMINS:

  • Jamieson Vitamins partnered with Vitamin Angels to help 500,000 children affected by hidden hunger.
  • The partnership program was aimed to provide children with the essential vitamins needed not only to survive but to thrive.
  • "Jamieson Vitamins also teamed with the Canadian Cancer Society on a two-year marketing partnership designed to increase awareness of sun safety and help Canadians find safe sources of Vitamin D."
  • The company used YouTube for its marketing campaigns before and after cause marketing.
  • The company also used Facebook for its marketing before and after cause marketing.

3.NATURELO

  • Naturelo Premium Supplements partnered with Vitamin Angels, to provide prenatal multivitamins to at least 2,000 pregnant moms in need.
  • The company's prenatal & postnatal multivitamins are natural, plant-based, and made with real organic whole foods and vegan.
  • The company also used Facebook for its marketing before and after cause marketing.

RESEARCH STRATEGIES:

To adequately address the requested information, we search for case studies on advertising databases like Creativebrief, Warc, Adage, Adweek, Adnews, among others. Our search through these databases revealed some relevant information about some companies that have launched cause marketing. However, details on rebranding their business to a social enterprise, effort before or after the launch, and the impact on sales of the campaign were unavailable.
Next, we decided to check for the missing information on the websites of the companies identified. We visited the websites of SmartyPants Vitamins, Jamieson Vitamins, Glanbia Nutritional, Naturelo Premium Supplements, among others. We hoped to find the information published on the companies' site, but we were not able to find such information. What we found were some campaigns published on the companies' social media pages.
We further searched for examples of companies in the health nutrition industry that have shifted their marketing efforts to cause marketing and that have re-branded their business as a social enterprise in websites that specialize in publishing cause marketing related reports and articles like Cause Marketing, Causely, among others. This yielded some case studies of companies that have done cause marketing, but no information regarding their rebranding was found.
Since no information regarding the rebranding, their marketing effort and the impact on sales of the campaign was found, we concluded that the reason for non-availability of such information could be that companies in health supplements industry or health nutrition industry have done cause marketing campaigns, but they have not re-branded their business as a social enterprise. Again, Since the examples of cause marketing companies found are private, there is no sales data as they don't publish revenue reports, and there is limited information on the marketing efforts.

Part
02
of two
Part
02

Cause Marketing Case Studies-Part 2

An exhaustive search of the public domain indicates that case studies about companies in the health supplements industry that have shifted their marketing efforts to cause marketing and that have re-branded their business as a social enterprise are non-existent, and media coverage on the specified topic is scarce. The most relevant media mentions is; the companies in the health supplements industry that have shifted their marketing efforts to cause marketing are Vitaquest International, Herbally Yours, and We Like Vitamins. Below are our helpful findings and detailed methodology.

CAUSE MARKETING CASE STUDIES

1. VITAQUEST:

2. HERBALLY YOURS

  • Herbally Yours partnered with Movember Foundation, a global charity organization committed to helping men live a happier, healthier, and long life.
  • The company also supports Feed My Starving Children (FMSC) which tackles world hunger by sending volunteer-packed, nutritious meals to the affected areas.
  • Herbally Yours supports Vitamin Angels who help newborns, infants, and children in need.
  • The company uses sponsorship in its marketing efforts after cause marketing. This year, 2019, they sponsored "SupplySide West 2019".
  • The company also used Facebook for its marketing before and after cause marketing.

3. WE LIKE VITAMINS:

  • We Like Vitamins partnered with Vitamin Angels to provide life-changing vitamins to women in need.
  • With the support of We Like Vitamins, Vitamin Angels have been able to help 80,000 women this year, 2019
  • The company also used Facebook for its marketing before and after cause marketing.

NOTE: Examples included for Cause Marketing in Part-1 were SmartyPants Vitamins, Jamieson Vitamins, and Naturelo Premium Supplements.


RESEARCH STRATEGY

We could not find information on case studies about companies in the health supplements industry that have shifted their marketing efforts to cause marketing and that have re-branded their business as a social enterprise. Also, there is no information on the company's marketing efforts before and after the shift and describe the impact on sales of the campaign/initiative. Below are the strategies we used trying to find this missing information.
We began our research by looking for marketing examples of health supplement industry on websites specializing in publishing cause marketing related examples. Some websites we looked for information include Cause Marketing, Causely, among others. This strategy did not work as the examples found of cause marketing were not from health supplement industry and instead were from Pharma retailer industry. We had thought this strategy would work as these sites publish various cause marketing campaigns and may have published campaigns done by the health supplement companies.

Next, we looked for case studies on advertising databases like Creative Brief, Effie, among others. This strategy did not work as we did not find examples of cause marketing of the health supplements industry. Our aim behind this strategy was to use the search options and find case studies of cause marketing done by the health supplements industry. We had thought that this strategy may work as database sites have an overview of the marketing and advertising campaigns done by the health supplement companies. However, we could not find any relevant information pertaining to the topic, instead, we found an example of Vitamin Water which was not cause marketing.

Further, we checked for information on the website of the health supplements companies like Vitamer, EmboCaps, Vitaquest, Herbally Yours, We Like Vitamins, among others. On their websites, we looked for reports and press releases to see if they have done any cause marketing campaigns. This strategy worked to an extent as we could find examples of cause marketing of some companies like Vitaquest and Herbally Yours, however, there were no examples of companies that have re-branded their business as a social enterprise. We had thought that this strategy may work as companies publish information about their marketing and business strategies and may have published this information. Also, we used the companies websites to find their marketing efforts before and after cause marketing, but there was no information found. We could only find the social media channel of the company which had some posts about their products. Also, there were no reports on the impact of cause marketing companies on sales as these companies are private companies and don’t publish sales information for the public.

Finally, we expanded our research scope and looked for examples of the health nutrition industry on sites like Adweek, Adage, and Adnews. This strategy did not work as there are no such articles or case studies found, instead, we found the CVS pharma tacking vitamin accuracy. We had thought that this strategy may work as these sites publish news, reports, and articles about the advertising industry and may have published such campaigns of the health nutrition industry who have shifted their marketing efforts to cause marketing and have re-branded their business as a social enterprise. Also, we used this strategy to look for marketing efforts and the impact they have/had on the sales. However, we could not find any information on the marketing efforts implemented by these companies (the above-found companies, this is, Vitaquest, Herbally Yours, and We Like Vitamins). We also used the Moat database to find digital and banner ads of the companies, but no ads could be found.

Sources
Sources