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Network for Good is a nonprofit social enterprise that empowers corporate partners and nonprofits to unleash generosity and advance good causes. Network for Good has processed approximately $600 million in donations for more than 60,000 nonprofits since its 2001 founding by AOL, Cisco and Yahoo!
Location! Location! Location! Geography as Cause Marketing Selling Point
By Kate Olsen
One of the four tenets of cause marketing is that you need a selling point (the others are suitability, authenticity, and transparency). I’ve seen selling points that incorporated color (think pink New Balance sneakers for breast cancer awareness), funny (did you see Will Farrell’s line of sunblock benefitting Cancer for College?), and sustainability (Levi’s does a great job showcasing water savings through the Water>LESS jeans line), but never geography. Hats off to Macy’s for creating a compelling cause marketing campaign that entices shoppers with dreams of travel to exotic Brazil.
Macy’s summer marketing platform, entitled “Brasil: A Magical Journey” (‘s’ intentional), leveraged the allure of Brazil to create a rich consumer experience in-stores and online. A cause program was but one element of a marketing blitz that included in-store and online events and a multi-faceted marketing approach, complete with augmented reality.