ambujsaxena05
June 5, 2023
2 Comments
Times are a changing! You must have heard that adage before but from a marketing perspective, times are changing and that too, at a fast pace!
Much of the changing times can be attributed to the changing consumer behaviour. If you notice around you, people are more independent in the way they choose to plan a vacation, buy a product, consume a meal etc. In a way, Millennials (those born between 1980 and 1990) and Gen Z (born between 1990 and 2000) are making a lot of consumer led decisions. A couple of traits that they share is being ‘hands-on’ where service industry comes in and being ‘responsible towards the environment’ where a product purchase is involved.
Interestingly, in a survey conducted by Havas Media group in 2021 titled ‘Havas’ Meaningful Brands Report 2021’. The survey involved responses of almost 4 lakh respondents. Survey concluded that 73% of global respondents believe brands must act now for the good of society and the planet.
Moreover, 64% respondents prefer to buy from a company with a reputation for purpose as well as profit.
So, if a brand manufactures garment, the consumer wishes to know how much natural resources were consumed in making the garment. Additionally, the consumer would like to know how was the labour force treated while making the garment.
Consequently, brands have also improved their game when it comes to dispensing their functions responsibly. One of the most endearing and heart-touching methods for a brand is to execute Purpose driven campaigns. In a nutshell, Purpose-driven marketing campaigns demonstrate a brand’s reason for its ethos, it’s values, it’s mission and , it’s existence beyond making profit.
Impact of Purpose Driven campaigns on Brands:
There are broadly 4 purpose-driven campaign themes for a brand to showcase:
Now, you have got a hang of what Purpose driven Brand campaigns are all about. So, without much ado, let’s dive in to the list of 5 purpose driven campaigns:
1. For the moments that matter – NESCAFÉ
One of my favorite Television commercials by NESCAFÉ. This advert gives an amazing value-laden lesson to all viewers while upholding the importance of coffee for forging a long lasting bond! The beauty in the advert lies in the way the speaker speaks through his high and low points in life to pinpoint the people who deserve to have a cup of coffee with him. You have to watch the advertisement to realise it’s importance:
2. Thank you, mom, and mom – Doritos Mexic
In 2021, Doritos Mexic launched a heart-warming campaign to display it’s support for the rights of the LGBT community. Interestingly, kids express gratitude to their mom and their other mother. The campaign emphasised that a family has love at it’s core and not the gender stereotypes.
You would enjoy watching this advertisement:
3. What if – IKEA Malaysia
Ikea is a brand founded by Ingvar Kamprad in 1943. It has positioned itself as a global home furnishing brand that brings affordability, design and comfort to people all over the world. In 2018, Ikea Malaysia came up with ‘What if’, a purpose driven campaign that created waves! It threw the audience into a frenzy of thinking what is possible and how we can best use our natural resources. It also pushes the viewer to build something that suits one and all! One of my favorite quotes from the video is “What if we make better sleep instead of better beds”. I am sure you would love watching the advert:
4. Future without Limits – NIKE
Nike never ceases to inspire, neither with innovation nor with getting the messaging right! I have been following the brand in Web3 space and the brand continues to maintain a coherent brand recall and inspire consumers to realise their true potential. This particular brand video will melt your heart. It will inspire you to explore your limits and break the glass ceiling, if need be!
5. Project Nayi Umeed- Bisleri
Bisleri’s World Water day campaign for World Water day was based on Rainwater harvesting via Behavior change. Bisleri has constructed and restored over 200 check dams across Gujarat and Maharashtra since 2001. The project has helped irrigate about 9638 acres of land, turning barren land into fertile farms. This has in turn, benefitted close to 12,000 families of farmers in over 125 villages. During the campaign and on ground efforts, the project replenishes 1.08 litres of water for every 1 litre drawn from the ground. In a nutshell, Project Nayi Umeed has helped turn barren land into flourishing agricultural fields and transform the lives of thousands of farmer families.
Purpose-washing in Purpose driven campaigns
While purpose driven might sound like a must-do and a highly coveted approach for brands, all examples shared above have arguably, brought about a change in consumer behavior. Nonetheless, today’s customers are street sharp in recognizing the real purpose driven campaigns from the fake ones. Indeed, Purpose-washing happens when brands use a social cause to promote their products and services without purposeful intent and with the lack of a clear action plan. Consequently, this has a negative impact on customer loyalty and the trust in other purpose driven brands also gets eroded. Afterall, as a shopper or consumer, I don’t wish to consume a brand only for superficial purposes, right?
It is important to remember that purpose-driven marketing is a long-term commitment and strategy on behalf of the brands. Through this blog post, I have tried to list down a few Purpose driven advertisement campaigns above. However, I am sure that there are scores of other purpose-driven advertisement campaigns that deserve a mention. I would be happy to know which one’s I have missed out in the comments below.
Leave a Reply