Brands & Social good

campaigns
INDEX
• 1.title slide and team no. , team member names
• 2. Index/ frame of presentation
• 3. Introduction
• 4. Purpose and objectives
• 5. Industry/ sectoral overview
• 6.literature review ( tabular form: stating qty of books, research paper/ articles reviewed,
newspaper, blogs, website, reports, etc. )
• 7.methodology/ approach
• 8. Analysis n interpretation
• 9. Findings of the study
• 10.Conclusion
• 11.bibliography/ references
Introduction
• Social good campaigns pair a brand's promotion with a prominent political or social issue.
Audiences believe brands are well-positioned to bridge the gap across the people and real issues.
• brands do not shy away from courting controversy. These issues could include environmental issues
and social issues, such as immigration and racism.
• Brands have a chance to not only share where they stand on specific public issues, but to drive real
change.
• values-based communication is as effective as product-based communication in driving purchase
intent,
• communication focused on a brand’s stand has an even greater effect on a consumer’s intent to
advocate for the brand than one focused on product features.
• It showcases that the brands are updated and care about bringing a meaningful change in society.
Purpose
• Consumers want brands to uphold the values established when they began following brands in the
first place, Because unlike private individuals, businesses have the platform and financial resources
to create change.
• Brands can take time to proactively ask customers which issues are most important to them. Then,
identify where the brand’s values and the topics consumers want to talk about intersect.
• They can Research about the audience that will result in campaigns that not only resonate, but are
more likely to inspire followers to take action.
• Brands have an opportunity to inspire consumers to take purposeful action.
• Brands can highlight their collaboration with reputable organizations and use their platform to
elevate the work nonprofits are doing.
• With the rise in both brand activism and corporate social responsibility values, being able to
understand how social media engagement corresponds to a campaign’s qualities will allow the
brand to build a specific strategy where their engagement metrics will produce the greatest return
on investment.
Objectives
• Brand activism campaigns focus on improving the current state of an issue – inequality,
environmental pollution, stereotypes, etc
• Brands try to help people in general is to make decisions that benefit the future. thus
supporting campaigns that focus on generating a long-term impact, rather than a short-
lived one.
• Brands try to educate, bring awareness among people through such campaigns. They
create potential to grow in market while the consumers take actions because of the
companies are involved.
• As people support the brand standing up against something, it builds trust within people,
which then benefits the business overall.
Industry overview
• Moment marketing has been a defining piece of brand communications for sometime now.
While, Amul has been using this kind of messaging for decades, but with the advent of social
media we see a host of brands have picked up this trend in the past few years. With social
media platforms becoming the primary means of customer engagement, topics like social
issues, political matters, economic challenges or even simple statements made by an
individual / celebrity can become a trending topic of discussion in a fraction of a second.
• Recently, #BlackLivesMatter has been a widely discussed topic across the globe, turning into
a movement that has compelled many brands to take immediate actions of rebranding,
changing their positioning and revamping their brand communications. Major giants like
Johnson & Johnson and Unilever have transformed their marketing strategy to support the
cause.
• A research conducted across the globe reveals that 87% of consumers would purchase a
product from a company that advocated an issue they cared about, while 76% of consumers
would boycott a company they thought behaved irresponsibly. Many global brands stopped
their advertising campaigns on Facebook recently. This was caused by Facebook’s inability to
address hate speech. Whereas, at home in India, after a storm of backlash, Hindustan
unilever limited changed its products name from Fair & Lovely to Glow & Lovely.
Industry overview
• NIKE The sports apparel brand messaging revolves around their tagline ‘Just Do It’. They are always in the
forefront when it comes to social conversations. After the war against racism started, NIKE took the
opportunity to speak up against this social issue. They launched a campaign- ‘For once, don’t do it’.
• This is not the first time that NIKE took a stand against racism. The brand understands the core values of
their customers and align them with their own values. It not only helps deepen the connection between
brand and customers, it also attracts and retains their employees. It is evident that NIKE has a very loyal
set of employees and a proud customer base. It is purely because of the values that they stand for.
• Mahindra & Mahindra have also gained by marketing advocacy from their brand value. They
initiated a massive crowd funded initiative that was powered exclusively online. The goal of this
campaign was to improve the standard of life of farmers in India. They teamed up with a digital
agency named Flying Cursor and began encouraging a donation of up to 1 CR to # SeedTheRise
and the organization a dditional crores. In terms of the brand's reputation, this initiative was impressive.
• Via its' Jaago Re "version 2.0 set, Tata Tea mocks armchair activism. This movement started to
captivate Indians to rise up against horrible events such as rapes and suic ide by farmers. It also
gave the brand remarkable popularity.
Litreature review
Litreature review
Methodology
The methodology followed is
HTAB (Hypothesize, Test, Action, Business),
a popular analysis framework given by Ken Black in his book titled
“Business Statistics: Contemporary Decision Making (6th ed.).”
1.hypotheses
• Based on the extensive review of related literature, the following hypotheses have been
set and tested in this study.
• 1. Millennials recognize and prefer to buy brands that actively invest in manifesting
activism.
• 2. The liking for activism driven brands spans across genders amongst millennials.
• 3. The liking for activism driven brands spans across different income levels amongst the
millennials.
• 4. Millennials associate themselves with brands even if it raises the price to stand for a
greater purpose and values.
• 5. Fake and insincere brand activism triggers backlash among the millennials.
• 6. Millennials feel that the brands should add their business voice to socio-cultural,
political and environmental causes.
2. test
• The data collection process involved identifying the target audience and sample size
estimation. A sample comprising of 286 respondents was collected. The survey involved
collection of demographics and attributes related to consumer perception on a five-point
ranking scale. The final data had 286 observations and 45 features across seven
categories, namely demographics, need, perceptions, reasons, value creation, buying
behavior, and reasons for failure, respectively.
• After data preparation, the final data comprised of 286 observations and 45 features with
40 features measured on ordinal scale and the remaining 5 features being categorical
and each row corresponding to one respondent.
test
• In data analysis stage, the features were subjected to Exploratory Data Analysis (EDA)
which involved extraction of latent structures in the data. The data were first tested for
sampling adequacy and possible correlations. The KMO test reveals sampling adequacy,
as the KMO value is much above the cut-off value of 0.78. The Bartlett’s test of sphericity
is significant and thus establishing factorizability of the variables. The Bartlett’s test of
sphericity checks whether or not there exist sufficient correlations amongst the manifest
variables, which is a prerequisite to perform principal component analysis and factor
analysis.
• The next step was to score each response to “positive” and “negative” based on average
criteria The median score was generated for the records and the score strictly greater
than 3 was classified as “positive” and rest as “negative.
• Classification models like logistic regression, k-nearest neigbors and random forest can
be fitted to predict whether or not a person has positive attitude towards brand activsm.
Findings of the study
• Based on the analysis and interpretation of the data, the following findings are
attributed to the study:
• 1. Millennials prefer to purchase a brand if it supports a cause or purpose and
they continue to buy a brand if it benefits a cause or people in need. At the
same time, they stop buying the brand if it behaves unethically.
• 2. There is no gender difference amongst the millennials in their perceptions
towards brand activism.
• 3. Millennials across different income categories have similar perceptions
towards brand activism.
• 4. The emotional tie of the millennials with the activist brands is price inelastic.
• 5. It was found that brands taking a political stance, cherry-picking of issues
and being disruptive prompts and create profound backlash.
conclusion
• In the age of social media people are connected globally. They value each other’s
sentiment and stand for their own ethics. They express their stand for every social and
political cause and determine to make their stance prominent. So, one word the
consumers are caring for their own value and ethics. They also want their preferred brand
to take the same stance as they do and at the same time the brand should actively
participate in social and political causes. As consumers become more engrossed in
campaigning for socio-political change, they want to see the giant brands take a stand
and support something greater than corporate profits. As a matter of fact, consumers are
vouching more loyalty to brands that go beyond providing them with just a product or
service and support for the same values and beliefs they hold. Brands are realizing these
very essences of Brand Activism concept and participating evidently in the social and
political causes to value their customer sentiments.
references