We’ve seen this in our own client work. A few years ago, we worked on a social campaign for a global clothing brand to promote jeans made with a new manufacturing process that used significantly less water than the traditional method. The campaign rewarded consumers by “unlocking” donations to Water.org for taking small but socially significant actions, like watching a video about the clean water crisis in developing nations or going to a retail outlet and scanning a QR code on the product to learn more about it. The campaign was so successful that we were able to shut off the planned Facebook Ads buy 20 percent of the way through, because organic engagement from enthusiastic supporters was enough to achieve all of the campaign goals.
That wasn’t an isolated incident. We convinced one client to reroute a substantial portion of a planned Facebook media buy and make a small charitable contribution for every new fan they acquired. Not only did they wind up with as many new fans as they would have gotten had they just spent those dollars on Facebook Ads, the new fans that they acquired wound up sharing content and engaging with the brand at a much higher rate.
Then there’s the sportswear company that cemented their relationship with a sponsored athlete by tying engagement with a Twitter campaign to donations to that athlete’s pet charity. Or the retailer that managed to break through the holiday promotional chatter by creating opportunities to help underprivileged children rather than hype Black Friday deals.
When we say that we value clients who value “good work and good works,” it’s not because we hate capitalism. It’s because we’ve seen how easy it is for a brand to make money and make the world a better place, simultaneously. We’ve already helped clients manage successful Kickstarter campaigns, and Kickstarter’s ongoing commitment to good works makes us even more excited for the next one.