5th
Where my bees at?
I just wrapped up my internship yesterday by presenting a topic I’ve been researching all summer: the opportunities that appear when you look at social causes and cause marketing through the lens of the Millennial generation.
As part of the presentation, I spoke about Haagen Dazs’ new cause marketing campaign to support the dwindling honeybee population. Here are three things HD does well with the campaign:
- Address their perceived inauthenticity in comparison to Ben & Jerry’s, without copping Ben & Jerry’s syle.
- Identify a cause that resonates strongly internally and is integral to their brand (40% of their flavors use honey as an ingredient).
- Tap into the cultural zeitgeist to share their message (the below video received 1 million hits and 5,000 comments in 2 weeks on the youtube).
There’s one major thing they could do better though: make it easier for people to get involved and spread the word (this includes letting people display their involvement, because this crowd likes to get recognized for caring about social causes). Offering “Bee”-mail is cute, but isn’t that a little outdated? Get yourself a Facebook or Myspace page, or at least allow visitors to post comments on your website. How ‘bout it, HD?
