Purpose-Driven Marketing

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Contributing to a Greater Good

Learn four key steps to becoming a purpose-driven marketing organization and turning consumer research into an engagement tool and a force for good. This gives consumers a positive reason to share their attitudes and beliefs with a brand.

DuPont Creates Deeper Connections Through Integrated Campaigns

Otto Bell, creative director, OgilvyEntertainment, and Erich Parker, global director, strategic corporate communications, DuPont, discussed DuPont's new global brand campaign.

Be That Woman

The Washington Area Women's Foundation started the "Be That Woman" movement in 2009 to attract a new breed of socially connected donors during the recession. The movement employed a powerful, animated viral video, blogger outreach, a website with consumer generated content and social media to build a community of engaged supporters.

Here’s to Doing Good: Finnegans Brand Re-launch

After nine years on the regional scene, beer drinkers had heard of Finnegans, but surprisingly few were aware of their charitable mission — to fight poverty by giving 100 percent of the company's profits to local charities. Our mission was to revitalize the Finnegans brand, increase its distribution and sales, and gain more awareness and understanding of the righteous mission behind the brand.

Connecting Brand Purpose to Cultural Purpose

Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.

Final Say: What's Your Action Brand?

Marketers must find ways to combine purpose with action to make their brands more meaningful. By turning brand values into brand action, you build not just a brand, but an “action brand.”

Singular Focus

Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.

Procter & Gamble: Purpose Inspired Brand Building

Marc Pritchard, global marketing officer at The Procter & Gamble Company, explained how his company is implementing purpose inspired brand building to deliver market share growth and increased sales in targeted consumer markets.

Procter & Gamble: Purpose Inspired Brand Building

Marc Pritchard, global marketing officer at The Procter & Gamble Company, explained how his company is implementing purpose inspired brand building to deliver market share growth and increased sales in targeted consumer markets.

Procter & Gamble: Purpose Inspired Brand Building

Marc Pritchard, global marketing officer at The Procter & Gamble Company, explained how his company is implementing purpose inspired brand building to deliver market share growth and increased sales in targeted consumer markets.

A Revelation in Every Cup

In a declining and competitive market, Green Mountain Coffee made significant gain by increasing consumer loyalty. Creative and media strategies that encouraged consumers to take a few minutes with the brand to pause, reflect, and be inspired generated 65 percent sales uplift.

Drive One 4 UR School

Ford Motor Company was looking for a creative way to get people who normally wouldn't set foot in a dealership to test-drive its vehicles. In response, Team Detroit created Drive One 4 UR School — a program that would take the test-drive out of the showroom, bring it to the dealership and do so in a meaningful way.

Great Coffee for the Greater Good

People's City Mission, a non-profit homeless shelter, formed the Mission Bean Coffee Company, a for-profit entity whose proceeds would be used to help fund the operations of the Mission. Compelling advertising and design, built around the promise – buy one bag, feed one homeless person - generated tens of thousands in proceeds to feed the homeless.

I'm In

In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. DPS families didn't need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding — necessary for financial viability.

The Graduation Problem - The Dropout Issue Reframed

By looking at the high school graduation problem through a new lens (the student's perspective), we were able to change the conversation surrounding the issue from one that prevented potential dropouts to one that promoted potential graduates.

The Night the World Went Dark

How do we get individuals to actually do something about global warming without using fear? We gave everyone regardless of age, race, religion or social standing a simple solution: to turn off their lights for 1 hour, as a symbolic stand against global warming.

Veteran Support

Of the nearly 2 million veterans returning from Iraq and Afghanistan, almost 1/3 struggle with serious mental health issues. Although receiving early care is crucial to treatment, most veterans worry seeking help is a sign of weakness. Our challenge was to drive awareness and traffic to a new social network where veterans could unite and help each others' transitions home.

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