Social Marketing: find out how it can bring more value to your brand
In general, throughout its history, the Marketing has undergone many changes. What was previously pushed to consumers, through advertisements, to convince at any cost. Little by little, it ended up transforming into content marketing strategies, being much more pleasant to the target audience.
In other words, instead of convincing people, the focus became delighting customers. This is done by delivering useful information, nurturing them throughout the purchasing journey.
And, thinking about this strategy, social marketing can also add value.
What is Social Marketing?
Social Marketing first emerged when Gerald Zaltman and Philip Kotler, in the 70s, noticed that the principles of well-known traditional marketing could also be used for many social causes. In other words, to sell attitudes, ideas and conduct.
Therefore, for Social Marketing, its main objective is to eliminate or mitigate social problems. These problems are mainly related to hunger, education, public health, housing, among others.
Therefore, this strategy is used in third sector companies and public bodies, which carry out campaigns for donations, awareness and the like.
Remember, the aim is always to involve the entire population in the same cause and, to make it work, because they are not motivated by financial and commercial interests, but rather by the common good.
This way, the public can identify with the social cause and become aware, becoming part of the movement. Well, to make it easier for you to understand, let’s cite some examples.
Social Marketing Examples
Check out some well-known cases below:
Child Hope
Perhaps this is the best known example among Brazilians. Developed and promoted by TV Globo, in partnership with the United Nations (UN) for science, culture and education, the initiative emerged in 1986. In its first edition, it included a specific donation action for the Brazilian northeast, as an initiative by Renato Aragão, better known as “Didi”.
Then, after its success, the project became an annual campaign by the broadcaster to help institutions for children and adolescents throughout Brazil. Currently, Criança Esperança has already raised more than R$300 million in donations for more than 5 thousand institutions in the country. Therefore, contributing to the training and development of 4 million adolescents and children.
In addition to all these social results, the public began to associate TV Globo with a concrete social cause, with its clear objectives and the involvement of viewers.
The event takes place once a year, live and with the participation of many celebrities, the public at home and with a real-time donation counter.
Teleton
Just like Criança Esperança, Telethon is recognized throughout Brazil. Every year, the Brazilian Television System (SBT) hosts the event. On one day of broadcast, the project aims to raise funds and help AACD (Association for Assistance to Disabled Children).
The initiative helps thousands of children who have physical disabilities.
Mc Donalds – McDia Feliz
In general, projects that involve children tend to touch people's hearts more. Even more so, when they have serious illnesses.
Since 1988, every last Saturday in August, Mc Donalds has held McDia Feliz. The action consists of revenue from the sale of the company's famous sandwich, the BigMac. All of this money is aimed at helping institutions for children with cancer.
This project is already well known among the population. Furthermore, McDonalds itself has the Ronald McDonald Institute, dedicated to causes like this.
Amazon Program – Natura
This social project, carried out by the cosmetics company Natura, is a great example of a brand's concern for environmental protection.
Through a blog, she promotes actions committed to all her social responsibility and defends the preservation of the Amazon. The initiative emerged in 2000 and, since then, the company has confirmed its commitment to reforestation through the sustainable extraction of its raw materials. In addition, it contributes to the income of local families, through jobs.
Ypê planting trees for you
Ypê, a famous brand of cleaning products, also joined the good chain and already has several projects focused on environmental protection. In partnership with SOS Mata Atlântica, more than 2007 tree seedlings have been planted since 750.
Furthermore, on its website, the company provides a lot of content about environmental awareness, such as step-by-step instructions on how to plant a tree.
The importance of Social Marketing
From the market's point of view, one of the biggest advantages of working with Social Marketing is win your customers. In today's times, where most people have quick access to information, companies need to find new ways to differentiate themselves from others.
Therefore, Social Marketing becomes the big differentiator. According to a survey by the Akatu Institute, 50% of the Brazilian population already values and chooses companies that have social projects. In other words, your business ends up attracting more customers.
This action has three main steps:
- Identify the values of customers and the company itself;
- Choose one or more causes and dedicate yourself to your goals;
- When choosing, align the strategy with the values and objectives.
Likewise, Social Marketing can be a powerful option for winning customers and social transformation. Furthermore, it brings the company closer to the public, improving its image and reputation.
In general, these actions are tasks within the organization's public relations or marketing area. However, over time, it is good to integrate more sectors. This way, more people can give ideas and participate in the project.
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