Brands, and Music, and Charity, Oh my! The Marketing Campaign Trifecta
“Do your little bit of good where you are; it’s those little bits of good put together that overwhelm the world.” Desmond Tutu.
Building a successful marketing campaign can be daunting. An effective campaign builds brand trust, desire, and validation. How does one build such a campaign? The answer might surprise you. It starts with understanding the trifecta of successful marketing: targeting the consumer in a partnership that fuses brand, music, and charity.
67% of millennials report that investments and purchasing decisions are a way to express their cultural values according to The Economist Intelligence Unit. Echoing Tutu’s words, the consumer today can express their “bit of good” through the purchases they make or the ways in which they invest their time. No longer does making an impact mean you must donate directly to a charity or give a day of your time to a worthy cause. Many brands, via corporate social responsibility initiatives, are creating marketing campaigns and platforms that engage with a charity or foundation.
This approach creates an appealing partnership and captivates the purchaser by condoning their purchase or engagement in the campaign because it does a ‘bit of good’. I can get something for myself and help the world at the same time? #Winning. But this is only a two-dimensional approach to a campaign. A brand still needs a method in which to earn the consumer’s trust.
One of the best ways to earn a consumer’s trust is through the “universal language” of music. “Music is the universal language of mankind” Henry Wadsworth Longfellow. Music reaches consumers of all ages, nationalities, and demographics. 91% of Americans listen to music on a regular basis according to Nielsen’s 2016 reports. When brands partner with music, it is one of the most authentic ways to communicate the message to their audience.
In the Fall of 2016, People magazine partnered with Gwen Stefani’s Harajuku Lovers and The American Red Cross to create the trifecta campaign. The #LovedOnesSafe campaign ran in October- National Fire Awareness Month, as the Red Cross initiatives served to raise awareness of home fire safety to keep loved ones safe. Stefani curated a custom collection of bags, chocolates, and fragrances that sold exclusive on People’s e-commerce site, PeopleShop. The campaign was one month long and 20% of profits were donated to the Red Cross Fire Safety Program.
The trustworthiness of a music icon’s voice partnered with the compassion of the charity campaign elevated the PeopleShop collection and led to sales that surpassed campaign averages.
So what does this irresistible trifecta of brand, music, and charity stir up? The combination appeals to three crucial purchasing voices of the individual. The brand itself serves a want or need- it creates desire for the purchaser. Music establishes trust and emotion; as an artist is the supportive voice to a brand, building authenticity and relatability for the consumer. Charity establishes goodwill; it validates and encourages the consumer to solidify their engagement or purchase.