Campaign of the Week: Absolut’s “United We Celebrate” Interactive Fundraising Campaign
Concept: Launch a Cause Marketing program to support Keep America Beautiful (KAB), and other local charities across the United States, in celebration of the new limited edition Absolut® America bottle.
Objective: Promote the new limited edition Absolut America bottle, and encourage fan participation to raise funds for the nonprofit organization Keep America Beautiful.
Between the weather, beach vacations, refreshing summer wardrobes and the many things that are top-of-mind when the summertime arrives, brands can get creative with the digital campaigns and tactics they use. Keeping your consumers engaged during the summer is a great way to keep them primed for any bigger plays later in the year during back to school and the holiday shopping weeks.
Absolut wasted no time launching the perfect summer campaign. To promote and celebrate their new limited edition Absolut America bottle, they teamed up with Keep America Beautiful (KAB), an organization with a mission to inspire and educate people across the nation to take action toward improving and beautifying their communities, so that everyone, everywhere can take part in creating a better tomorrow, today.
From now to September 3, 2018, Absolut will donate $1 to Keep America Beautiful for every photo shared showing how people party with a purpose using #AbsolutAmerica and #promotion. Fans can submit their photos on Absolut’s “United We Celebrate” campaign microsite, where they can also select from a variety of local charities to support. To help fans track their fundraising progress, Absolut added an interactive visualization, which will display their progress against their goal of $100,000. You can read more about the campaign and initiative here.
To learn more about some general tips and recommendations that all brands can include in their campaigns to drive engagement and virality, keep reading below!
Engagement Score (ES)
Virality Score (VS)
Brands that run cause marketing campaigns receive a boost in sales and brand affinity, and the nonprofits that brands partner with also get a needed boost in funding and publicity. It is a perfect pairing where everyone walks away a winner, especially the communities and individuals that benefit from work of nonprofits around the globe.