As consumers, we don’t want to know what you do, but what you can do for us and how a purchase from you will make us feel. We don’t buy a new work outfit because it’s black, machine washable and at a price that suits our budget. Yes, they may well be considerations but they aren’t what motivates us to shop.
It’s great when a purchase makes us feel good about ourself. We want our new ensemble to make us feel more confident, at ease in meetings, professional, experienced. But whether we’re buying fashion, hiring a consultant, or awarding a manufacturing contract, it’s how we feel about a purchase that we remember, and your customers are exactly the same.
This is where Corporate Social Responsibility messaging (or CSR for short) can really help.
Definition of CSR: A company’s sense of responsibility towards the community and environment (both ecological and social) in which it operates.
Sainsbury’s is a perfect example. They did a great job late last year, of tapping in to our emotions with their beautiful depiction of Christmas Day on the front line.
With over 24,000 mentions on twitter in the first week of it’s release alone, it is clear that CSR (Corporate Social Responsibility) messages are really starting to play a big part in UK marketing strategies.
By joining forces with The British Legion, Sainsbury’s managed to create a CSR message that touched audiences worldwide, cementing a brand image that is both charitable and culturally aware, rather than a tactical key player in supermarket monopoly. The bar of chocolate shared by the soldiers in their Christmas advert, was sold in store, with all profits going to help our armed forces and their families. In November 2014, the store reported sales of around 5,000 bars per hour, another indication of the power CSR messaging has.
At Unwritten, we know first-hand the value this brought. A barrage of tweets inadvertently reminded us that the chocolate bars were for sale, so a fair few of us stopped by Sainsbury’s to pick up the stocking fillers. We left feeling pleased at the novelty value, perfect at that time of year, and contented at the fact we’d done something good at the same time. Incidentally our basket was also full to the brim with other unnecessary items, so not making a profit on the chocolate bar was the least of Sainsbury’s worries.
This form of marketing fascinates us and we love to utilise CSR messaging in our creative work both on- and off-line. It works as it makes customers feel good about their purchase and you feel good about the sale, what’s not to love.
Thinking about a creating a campaign with a conscience? We’d love to hear about it. Share your thoughts with us via email firstname.lastname@example.org