Campaign: Hop ‘n’ Roll
Company: Gymboree, Kiwi Crate
Nonprofit Partner: KaBOOM!
Launch Date: April 7, 2015
Children’s retailer Gymboree has launched a new clothing line called Hop ‘n’ Roll with the help of a cause marketing campaign. One percent of the price of each Hop ’n’ Roll product sold (up to $50,000) until May 31, 2015 will be donated to nonprofit KaBOOM! with the goal of raising enough money to build a place to play for 10,000 deserving kids. In addition to the percentage of sale donation, customers will be invited to donate online and in-store. Also supporting the effort is subscription service Kiwi Crate, which has created a limited-edition crate for children to create a racing wind car. The crates will include a special offer to shop Gymboree and will sell for $5, with all proceeds being donated to KaBOOM!
This campaign offers a solid example of how cause is evolving to become more fully integrated across retail channels. The fact that Gymboree is providing a (small) donation as a percentage of purchase shows consumers it has skin in the game, making the ask at register more authentic. According to KaBOOM!, the amount of the ask is being left to the discretion of sales associates, which will provide valuable learnings for all partners. Looping in Kiwi Crate is another win-win for all involved, potentially generating foot traffic to Gymboree, increasing donations to KaBOOM! and securing new subscription customers for Kiwi Crate. Overall, a solid brand fit and easy-to-understand integration for these kid-focused partners.