Not very often I come across an advertising campaign which has most of the ingredients I’m looking for in a good campaign. Most campaigns we see on daily basis are self-indulging, either for the company, or for the ad agency. Either screaming: “Look at us, we make great widgets!” or “look at this campaign, we are very creative, and might even win an award for our creativity”. But enough with the rant… This campaign has the TV component, social media component, evoking common and strong emotions (every parent has), and promoting a good deed (simple and free!), not just a product. Some brands are already a house-hold name, so they don’t need to shove their products down our throats, but just keep the brand alive in our conscious. Colgate is a great example…
I’d like to propose a toast, to Colgate-Palmolive Australia. Their recent TV campaign promotes human kindness directly, and the product /agency indirectly. Just the way it’s oughta be… Check it out:
What I also like about this campaign in particular is that Colgate has found a way to use Social Media for their Corporate Social Responsibility, by using their own Facebook Page, designed a simple yet impactful Welcome app, with a simple message – for every smiling kid’s photo we put up, they will donate $1 to a needy kid (I assume through the Smith Family), so they can smile as well.
Using their Smile For Change slogan, I found this approach to be the most appropriate use of Social Media for Corporate Social Responsibility. I can’t see a lot of money being poured into this campaign, but there is certainly a lot of thinking..
Which other corporates you’ve seen using Social Media for Social Good?