Written by Simon Mainwaring
The most powerful media inspires, motivates and brings us together around issues that matter. Companies that join cultural conversations and build movements carve out a competitive advantage. They foster consumer relationships that go deeper than transactional exchanges. While a novel concept decades ago, purpose is now a core component of what consumers expect from the brands they do business with.
Since 1942, the Ad Council has been working with companies, as well as nonprofits and government organizations, to manifest behavior change. “All our messages lead with purpose and tie back to a cause. It’s not a brand first message,” Laurie Keith, VP of Media, Social & Emerging at Ad Council, tells We First.
“We work in a donated media space and it’s difficult to secure donated media with a Coca-Cola logo at the end of a campaign. Yet, we have seen a lot of success with brands in other ways.”
“One example is our ‘Love Has No Labels’ campaign. Coca Cola, Pepsi, State Farm, Allstate, P&G, Unilever, Bank of America, Wells Fargo and all these competing companies came together. They said, ‘We will fund this campaign. We will remove our labels in support of diversity and inclusion in our country.’ When we launched the campaign, they all removed their labels on social media for that day.”
Read more here.