Concept: Launch a Cause Marketing program to support Meals on Wheels America, and reward consumers with Libby’s can goods during Thanksgiving.
Objective: Promote Libby’s fruit and vegetable products, and encourage fan participation to raise support and awareness for the Meals on Wheels program.
Thanksgiving brings to mind family, good food, helping others and investing in a pair of pants with an extra strong elastic waistband. Thanksgiving also kicks off the official start of the winter holiday season, which has the potential to increase sales, raise the visibility of your brand to new and existing customers, and build brand affinity ahead of the new year. While the holidays are prime shopping time for retailers, any brand can benefit from Thanksgiving and holiday marketing ideas.
For Libby’s, Thanksgiving isn’t just about food and family fun, or the official start of the winter holiday shopping season, it’s also about giving back. To support Meals on Wheels America, Libby’s is asking fans to share what they are thankful for this Thanksgiving for the chance to win a $500 prize and a variety of Libby’s products as part of their "Cansgiving" Sweepstakes. Libby’s will be giving a match donation to Meals on Wheels in honor of the 10 winners of the sweepstakes. Fans can submit their photos via Twitter, Instagram, or Libby’s campaign microsite.
DCI Score Overview: 297
Libby’s sweepstakes’ DCI score is a combination of an Engagement Score (ES) of 325 and Virality Score (VS) of 269.
Check out more details below on best practices you can incorporate into your digital campaigns to increase Engagement and Virality, as well as drive in-store purchases using online channels.
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.