How to Bolster Charity Campaigns with Influencers

Colleen Vaughan

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Are you in shopper marketing? If so, you’ve come to the right place.

Before shopper marketing was called shopper marketing, the industry knew it as “sales promotion”. It has since heavily evolved with the pervasion of digital and social. The path to purchase is now different for every shopper, making it that much harder for marketers to keep up. That’s where social influencers come in.

In our new white paper, The Role of Influencers in Shopper Marketing, we talk about the many functions social influencers can serve in elevating shopper marketing strategies. One of those functions is bolstering charity campaigns. According to Cone Communications/Ebiquity’s 2015 Global CSR Study, 90 percent of U.S. consumers say they would switch brands to one associated with a cause, given comparable price and quality. It’s no wonder so many brands consistently create charity campaigns: they benefit the brand, consumers and the respective charity.  

Get your copy of The Role of Influencers in Shopper Marketing for free now!

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So, where do influencers fit into charity campaigns?

Influencer content is not just for for helping reach traditional KPIs. Integrating influencers into charity amplifications brings another layer of authenticity to a brand’s efforts to impact both charities and sales. Wielding the online reach of influencers to get the word out about a worthy cause is truly social good.

Take popular pet food brand PEDIGREE® for example. Last year, PEDIGREE® activated an influencer marketing campaign when they wanted to promote their charity initiative in which each purchase of a PEDIGREE® product earned a dog in need a bowl of food, donated from the PEDIGREE® brand. Influencers shared heartwarming and inspiring stories of their pets. They creatively weaved into the post that when a PEDIGREE® product is purchased at Sam’s Club, the PEDIGREE® brand will donate a bowl of food to a dog in need. At the core of the campaign was a focus on helping dogs in need while taking care of your own animal.

Additional Reading: Humanizing brands through seasonal charity promotions {Case Study}

Want to learn what other roles social influencers can play in shopper marketing? Get your copy of our new white paper now!

Get your copy of The Role of Influencers in Shopper Marketing for free now!

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The Role of Influencers in Shopper Marketing is a free mini white paper from Collective Bias. Download your copy today & improve your influencer marketing strategy.
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