An example of successful social marketing is a large project launched for Animal Day in early October by BBDO Moscow, Mint and MARS (Whiskas and Pedigree were their representatives). For Russians, this is a little-known holiday. Therefore, marketers came up with a large-scale and effective social campaign that combined several different spheres.
First, surveys were conducted among those who have pets at home. The goal was to find out how much time the owners spend with them, where they go, where they dream of visiting. It turned out that many would be happy to walk with their pets not only on the street, but would like to visit public places (exhibitions, restaurants, etc.). Then the organizers "built bridges" with the owners of St. Petersburg, Moscow and Yekaterinburg public institutions (77 locations in total) and agreed on Open Days for clients with animals.
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Of course, a video was specially gcash database prepared with the addresses of all these places. Plus, the advertisers came up with a contest, in order to participate in which it was necessary to share photos on social networks, attaching the hashtag #AnimalDay to them.
MARS helps animal shelters all the time. Joint projects with Ozon, Avito and the Lenta chain were dedicated to Animal Day. In particular, together with OZON, Mars broadcasts calls to adopt pets from shelters. As financial support for this project, it was decided to transfer 10 rubles from any purchase on OZON and 20 rubles from purchases of Mars products to such institutions (for the purchase of food). The Lenta hypermarket chain also took part in the campaign: 1% of sales of cat and dog food were transferred to help shelters (under the auspices of the Big Hearts charity foundation).
It's easy to help
The Splat company, together with the Konstantin Khabensky charity, provides assistance to children with severe forms of brain diseases. This is a long-standing initiative of the foundation, which Splat liked, and they also decided to take part in it. Everything is done here simply: a person publishes a photo, puts the hashtag #УлибаюсьПомощаю, and the company sends 10 rubles to the benefactors' account. Here, the authors of the photo are also asked to write a wish for sick children. Then postcards are printed from these photos and sent to the children.
Moreover, this is an example of marketing, where the company does not call for buying its products. All you need is a photo with a smile. For those wishing to make a personal donation, there is a link on the site, or you can make an SMS transfer. In such cases, Splat sends twice the amount to the fund's account.
In the program "Evening Urgant" Konstantin Khabensky acquainted viewers with the terms of the project.