What makes a cause campaing successful?
Not all marketing campaigns that want to have a social cause tied to it are successful. And we wonder why. Aren’t they trying to do well at the end? Several cases over the last years proof this theory wrong. It takes more than just “doing well” for such a campaign to take off. Most of this campaigns appeal to be emotional. But maybe it’s not the appeal or argument of a cause campaign alone that makes it successful. And so what is it?
Although I believe there is no secret formula to be completely successful, there are several elements that should be considered. One of the cause campaigns that I mostly recall is one from my country, which the Pollo Campero brand has carried out for the last 9 year in El Salvador and Guatemala. Pollo Campero is a fast food restaurant chain that focuses on Latin American chicken recipes. The chain was founded in 1971 in Guatemala and continues to be a family-owned business. Since opening its first restaurant, Pollo Campero has expanded to over 350 restaurants around world. Campero offers Latin-inspired recipes such as chicken empanadas, plantains, yucca fries and other Latin favorites like horchata and flan.
The cause campaign “Unete (Join us)”, has been about raising funds to donate to the most recognized cancer foundation called “Ayudame a vivir (help me live)”, which specializes in providing treatment for children with cancer and support for their families — www.ayudameavivir.com.sv
This campaigns has followed some of the key elements. First of all, Pollo Campero had a very strong and reliable strategic alley. The work and evolution of the cancer foundation “Ayudame a Vivir” is very well known in both countries, giving the audience a good reason to support the campaign.
Pollo Campero did not only have a clear goal when launching the campaign, but also developed a very simple and inspiring message that has stay consistent through the years. This campaign also included strong visual storytelling. They could leverage the reach of the campaign by using several channels to expose the message.
Despite the importance of digital media, there’s a definite place for including an element that people can experience. Being able to show physical elements to exhibit is very important for credibility. While those elements of the campaign may be experienced by few, they can be witnessed by many through earned and social media.
This campaign focused on a big issue: fight cancer in kids. This is a very big cause that everyone is concerned and touched by, however the campaign requests only a small personal action. The call to action consisted on buying a $1 value ticket to enter a raffle to win a car and several other prizes. Making it easy for anyone to be able to change this reality makes it very powerful. Who doesn’t want to be part of this change, when it is such a small effort to be done? Even more, you get a chance to win something big as well.
And lastly, the other thing that this campaign has done well is presenting the facts in a very straightforward way. Being able to showcase the increase number of children that have been able to receive treatment and the many lives that have been saved is just inspiring. Including fascinating facts should always be a core part of any causal campaign.
2015 was the 9th year that Pollo Campero embraced this challenge. The goal was to raise $420,000 dollars to be donated completely to the cancer foundation. Once again, mission accomplished for Pollo Campero.
