Be Book Smart

Campaign: Be Book Smart
Company: Macy’s
Nonprofit Partner: Reading is Fundamental
Launch Date: June 22, 2012

Campaign Description:

Macy’s and Reading is Fundamental (RIF) will launch their annual Be Book Smart cause marketing campaign Friday, June 22nd. When Macy’s customers give $3 to help provide a book for a child in their local communities, they will receive a $10 coupon off an in-store purchase of $50 or more, and Macy’s will donate 100 percent of every $3 to RIF. Over the 5-week campaign, Macy’s and RIF will host a sweepstakes on Facebook to encourage supporters to share the Be Book Smart campaign with friends. Each week, one winner will be awarded a $500 Macy’s gift card. Additionally, special events in select markets will feature appearances by local NFL players.

Our Take:

Macy’s and RIF provide a spectacular example of a well-integrated cause campaign. In stores, consumers are instantly rewarded for making a $3 register donation with a Macy’s coupon (and encouraged to make repeat purchases). Online, the campaign incentivizes ongoing social sharing via Facebook with a weekly sweepstakes. Big efforts reap big results: in 2011, the campaign raised over $4.9 million for RIF which will in turn put 1.6 million books in children’s hands this year.