89 percent of those surveyed were likely or very likely to switch
from one brand to another (price and quality being equal) if
the second brand were associated with a good cause. Seventy-four percent were more likely to pay attention to a company’s
message if the company had a deep commitment to a cause.
AIDS, send E-cards to friends encouraging them to get involved, upload
campaign banners to their Web sites,
and “Make a difference for only $5” by
buying a tote bag or dog tags, with 100
percent of the net sales proceeds going to
YouthAIDS.
Aldo’s arresting cause marketing campaign has not only raised more than $2.8
million to date, it’s also increased brand
visibility and shoe sales with young customers. Sales increased 40 percent during
the campaign and Aldo opened 200 new
In 2005, Aldo partnered with YouthAIDS
to launch the cause markeing campaign
Aldo Fights AIDS, which has raised nearly
$3 million. The shoe company’s sales have
increased 40 percent, with the campaign
providing a huge marketing boost.
stores worldwide.
The Aldo Fights AIDS campaign
embodies what Kistivik considers key
attributes for cause branding success:
authenticity, commitment and communication. “You’ve got to say: This is what
we’re doing and here’s how it’s relevant to
you. You can’t just market at kids because
it won’t translate,” she contends.
That’s because having grown up with
a World Wide Web of information at
their fingertips, today’s young people are
savvier than previous generations — and
they can spot a huckster. “If you don’t
understand what you’re marketing, they’ll
see through it right away,” said Iconoculture’s Robinson. “The Millennials are
one of the first generations to be targeted
by advertisers since they were in Pampers;
their parents have made them aware that
they’ve been targeted, and have given
them media education.” ■
