To earn a return on your cause marketing efforts, you must spread the word. It helps you and it helps the cause. It’s not a case of bragging. If you do good — share it. No one expects marketers to be shy — good corporate citizens maybe, but not self-effacing saints.
Earlier this year, Kellogg’s Frosted Flakes used the Super Bowl to tell their cause marketing story, which is about as big a stage as one can find, featuring a TV spot for its “Earn Your Stripes” campaign.
The Earn Your Stripes campaign, first launched in 2004, according the website, “Aims to inspire kids to work hard, eat right and believe in themselves in order to achieve their goals and “be their very best” on and off the playing field.” The “Plant a Seed” spot which aired on the Superbowl, provides a warm-hearted look at how athletics help kids grow both physically and emotionally, thus rationalizing its effort to renovate playing fields. At the end of the spot, Kellogg’s invites viewers to nominate local playing fields for renovation at FrostedFlakes.com.
On this site, visitors are encouraged to “earn your stripes” by taking these four steps:
• PLANT A SEED. Nominate a field in your community.
• NURTURE IT. Show support for fields across the country.
• HELP IT GROW. Create your own seed packs and spread the word.
• STAY INVOLVED. BECOME A “plant a seed” SUPPORTER.
According to a spokesperson for Kellogg, “[they] are fully committed to supporting programs that encourage kids to be active and that have a positive impact in [their] communities.”
Kelloggs.com & Frosted Flakes enjoyed a substantial boost in traffic to its websites immediately after the Super Bowl. As you can see from this chart courtesy of Alexa.com, traffic tripled and continued to be strong long after the Super Bowl. In the three months since, an amazing 3,184 fields have been nominated.
Visitors are encouraged to email their friends about the contest, and since Frosted Flakes allows the consumer to vote on the nominees to select the 100 semi-finalists, there is a strong viral effect to this campaign. Kellogg’s also supported this effort with a major search buy to help steer interested parties to the Frosted Flakes site.
Because Kelloggs shared their story offline and online, they have ensured that a broad swath of consumers were made aware of the Frosted Flakes “Plant a Seed” program and had an opportunity to participate. Now that’s grrrreat.