Re: [Research Update] CSR Data
We have identified and provided you with a list of 14 conferences in the United States that that focus on purpose marketing. We have organized and summarized my results in the attached spreadsheet. As per your request, we have provided the conference name, link to conference and sources used. We have also identified two case studies, one from the United States and one from the United Kingdom, which are detailed below.
Purpose-driven marketing is a type of marketing that focuses on building a connection with the consumer that makes the product more meaningful to the customer, allowing them to "connect more fully with your brand as a whole," thus creating an emotional connection.
A purpose-driven brand is "one that consciously puts its values and it’s ‘why’ at the forefront of everything, and these values determine how the brand communicates and how it ‘does business."
Dove is "dedicated to helping the next generation of women develop a positive relationship with the way they look, helping them to raise their self-esteem and realize their full potential." The company encourages women to define themselves, regardless of their shape or size and believes that "beauty is a source of confidence."
Dove is dedicated to working with its partners, to help women overcome insecurities about their bodies. Dove works with local groups as well as large-scale global companies to help both young and older women overcome anxieties about their bodies and to empower them to love themselves.
Dove even went so far as to remove negative keywords on Facebook, replacing them with positives ones regarding women's appearance. This included replacing advertisements for things such as "diet" or "plastic surgery" with messages such as "everyone is beautiful" and "when it comes to your body, love the one you're in."
Over 5.5 million women were reached and over 171 million banners containing negative messages were displaced. 71% of women polled after the Dove Ad Makeover campaign reported that they felt more beautiful. Facebook impressions were 253 million and Facebook mentions increased by 71%. Over half of the women who visited the campaign created their own personal message to help them feel beautiful. This helped the brand to truly connect with its audience and is an excellent example of people coming together for a cause, which is a key element of purpose marketing.
In the United Kingdom, Vodafone was ranked the "number one brand, with success driven by a strong purpose." Vodafone exhibits a strong company purpose - "to connect everybody to live a better today and build a better tomorrow". The focus on new technology that benefits users "is expressed through [their] new positioning - The future is exciting, Ready?".
Vodafone recently changed to a more purpose-driven marketing theme that emphasizes how innovative technology is capable of transforming society by improving the quality of life of those living in it. Its positioning its brand around "future optimism."
Before transforming to a purpose-driven campaign on the foundations of optimism, the company outsourced to YouGov to conduct extensive research on the topic. YouGov surveyed over 13,000 people in 14 countries to review how optimistic people are regarding their future prospects. The research revealed that people believe that their living stands will be improved over the next 20 years, with the largest contributing factor being technological innovations.
Vodafone demonstrated in its partnership with Ferrari that an "intelligent sponsorship involves far more than putting the sponsor's name on football shirts or racing cars [instead it] involves identifying a shared set of objectives, and also leveraging a set of additional benefits from partnership - which in this case involves providing a range of value-added services to users that enhance consumers' use of the latest technologies." This demonstrates the foundations of purpose marketing and how it can be successful.
To wrap things up, I have prepared a spreadsheet as per your request detailing 14 different purpose or cause marketing conferences in the United States and have provided you with one example from the United States and one from the United Kingdom of companies that use purpose-based marketing techniques.