In today’s fashion industry, making large profits, having a huge market of customers and ads in New York’s Times Square are not the only aspects that define a company’s success. As taught in any fundamental Public Relations class, linking your brand to a charitable cause is great way to grow your brand identity. Finding the right ways to link your brand to a relevant charity is the difficult part in trying to do good for society. Reputation management is a crucial aspect of any successful brand, but how do you implement a charitable cause effectively without making it seem like you are solely trying to buff up your brands own reputation? Social media is a great way to engage your audience to help build awareness of your brand’s philanthropic program.
Here are a few socially responsible brands that use social media marketing to cultivate their brand and charity collaboration.
1. Warby Parker: Known for their classic, sophisticated and virtually-fitting frames, Warby Parker goes beyond creating “boutique-quality, classically crafted eyewear at a revolutionary price point.” Their mission is simple: “pair.” For every pair of glasses sold, they provide one pair to a child in need in struggling countries around the world. Innovating the eyewear business through social media, Warby Parker believes their success comes from going viral. “Make [products or services] unexpected, easy to understand and easy to share, both from a story-telling perspective and from the ease of actually physically or digitally sharing.” Warby Parker shares inspiration and builds brand awareness through their Tumblr and Pinterest pages instead of flooding their fans with sale promotions. Their Facebook and Twitter pages encourage engagement and conversation with fans, which furthers Warby Parker’s opportunity to build personality and their social do-good presence.
2. FEED: FEED Projects LLC, founded in 2007 by Lauren Bush and Ellen Gustafson is an accessories and apparel company that raises money to help feed the world. Benefitting United Nations World Food Programme’s (WFP) School Feeding, FEED has donated over $6 Million and 60 million meals.
With over 10,000 followers on Instagram and nearly 13,000 twitter followers, FEED does a great job cultivating their success through social media marketing. Whether it is showing behind-the-scenes photos of their recent collaboration with Target or updating their fans on the lives they are changing around he world, FEED Projects is a prime example of a big hearted brand using social media to drive success and change the world one bag at a time.
Fotostrap: Design meets functionality meets generosity. This new brand, created by Katie Norris, of stylish camera straps doesn’t just make your life easier by having your camera handy, but they are the strap that gives back. With every purchase, Fotostrap donates 10% to Fotolanthrophy; a non-profit organization that gives portrait sessions and short films to inspiring people who are overcoming adversity. Through Fotostrap’s Instagram and Twitter, fans are able to understand how their purchase impacts the lives of other artists. Through Fotostrap’s strategic social media planning, customers are able to gain awareness of the strap that gives back – giving Fotolanthrophy the ability to continue to give, capture and share their inspiring stores.
If you are struggling with a social media strategy to develop a successful marketing plan, we will be glad to help. As a full-service digital marketing agency, we will assist in building brand awareness, reputation and social media presence. Just give us a ring!
