CSR Campaigns That Resonate With Customers

Gillette told men to "be better." 400,000 dislikes in 48 hours. Then sales skyrocketed. Here's what happened: ⬇️ In 2019, Gillette's "The Best Men Can Be" ad ignited a firestorm that threatened to slash their market share.   But instead of backpedaling, they sharpened their message.   Here's how it unfolded:   The ad dropped in January 2019.   Within 48 hours: • 15 million views on YouTube • 400,000+ dislikes (vs. 100,000 likes) • #BoycottGillette trending worldwide   The message? Challenge toxic masculinity.   The backlash? Unexpected.   Critics called it: • "An attack on men" • "Virtue signaling gone wrong" • "The worst marketing decision of the century"   Gillette faced a choice: 1. Apologize and retract 2. Stay silent and wait it out 3. Double down on their stance   They chose option 3.   Gillette's response: • Refused to pull the ad • CEO Gary Coombe: "We knew we would lose some customers" • Launched follow-up campaigns reinforcing the message   The result? Short-term pain, long-term gain.   Gillette took an $8 billion write-down in 2019, a shocking financial hit.   But beneath the surface, a different story was unfolding.   Brand favorability among millennials - a crucial demographic - jumped by 4%.   Even more telling, positive views on social media climbed by 18%.   These metrics hinted at a shifting landscape where Gillette's bold stance was starting to resonate with key audiences.   The dust has settled, but questions remain.   Was Gillette's gamble worth it?   Did they revolutionize brand activism or commit a costly misstep?   Let's break down the strategy behind the controversy...   Key lessons:   1. Know your audience Gillette targeted younger consumers who value social responsibility, aligning with shifting generational attitudes.   2. Authenticity matters They backed words with action, donating $3 million to nonprofits.   3. Controversy can be strategic The ad generated $100 million in earned media, amplifying their message.   4. Be prepared for backlash Gillette had crisis plans ready before launch, anticipating various reactions.   5. Long-term brand building > short-term sales They sacrificed immediate profits, betting on enduring customer relationships.   Gillette's move offers insights for brands tackling social issues. But it also prompts a bigger question:   In an age of polarization, can brands afford to stay neutral on social issues?   Is taking a stand the new price of relevance?   What's your take on Gillette's bold move?   Share your thoughts ⬇️   If you found this valuable: • Repost for your network ♻️ • Follow me for more deep dives • Join 25,500+ subscribers for more actionable tips to build your brand and protect your reputation: https://lnkd.in/edPWpFRR

Telling customers not to buy your product? Patagonia flipped Black Friday on its head with a bold message: “Don’t buy this jacket.” Instead of pushing products, Patagonia encouraged customers to think twice before purchasing, highlighting the environmental impact of consumerism. It was about promoting sustainability and challenging the endless cycle of holiday shopping. The result? They actually saw an increase in sales, proving that purpose-driven messaging resonates. Customers connected with the message, viewing Patagonia as a brand genuinely committed to making a difference. The “don’t buy” campaign became one of the most talked-about Black Friday moments ever, showing that sometimes, less really is more🌍

When the (RED) campaign launched in 2006, it was groundbreaking. Led by Bono and Bobby Shriver, (RED) partnered with brands like Apple, American Express, and Gap to combat HIV/AIDS in Africa. The idea was simple but powerful: Create products people already love and donate a portion of sales to the Global Fund. This way, customers could make an impact without needing to donate directly. Looking back, (RED) deserves a lot of credit for paving the way for cause + commerce. They aligned with brands that could amplify their message and focused on products people were already buying, which lowered the barrier to giving back. But there are a few lessons we can learn from (RED) to take this model even further: 1. Post-Purchase Experience There was no follow-up after the purchase. People want to feel connected to the cause they supported. A simple confirmation of their impact would make the experience more meaningful. 2. Community Building Imagine if (RED) supporters could connect and share stories about the difference they’re making together. That sense of belonging could create an even stronger impact. 3. Visible Impact Consumers want to see the real-world impact of their purchases. How are lives being changed? It’s not enough to sell products—people want to know the story behind the impact. (RED) laid the foundation for what’s possible. Now, it’s up to us to build on that foundation and create deeper connections between brands, causes, and consumers. What do you think the next evolution of cause marketing looks like?