Cause marketing and the battle for meaning.
Summary
Second in a three-part blog series on a concept that author R. Todd Erkel calls “the battle for meaning.” We will look at the evolution of cause marketing and its relationship to code, content Google’s algorithm, and page one organic search results. More recently, causes and companies have acknowledged the need for deep and sustained digital content campaigns — blogs, microsites, video — to engage customers and advance a cause. Along with the flavor came a campaign called “Democracy Is In Your Hands,” which educated ice cream lovers about barriers (distance, voting jours, ID laws) designed to dampen turnout in low-income communities. A campaign about celebrating women and bringing awareness to unrealistic beauty standards shows Billie’s audience that their mission goes beyond selling razors. Billie expanded the campaign to address the issue of the longstanding pink tax which burdens women with higher prices for basic needs — like razors.