Campaign: What We Stand For
Company: The Container Store
Nonprofit Partner: Employee and Consumer Nominated Charities
Launch Date: October 29, 2012
The Container Store has launched a new cause marketing effort to showcase its employee-centric philosophy. In its new campaign, The Container Store asked employees to submit one word that represents what they believe The Container Store stands for. For every word employees submitted, The Container donated a $50 gift card to the nonprofit of their choice. The company has an online gallery of the words submitted by both employees and vendors. The Container Store is also giving $150,000 in cash, products and services to nonprofits in its communities across the country. The retailer is asking customers to submit their favorite nonprofit at any of the retailer’s 58 stores nationwide or on its blog by November 1, 2012.
In a world where content is king, this program is smart to leverage employee and vendor creativity to create an online visual display that showcases the faces behind The Container Store. Employees are incentivized by a donation to the nonprofit of their choice and consumers are included in the effort with the prospect of additional cash and product donations. The addition of a social sharing element (Facebook or Pinterest) would likely take this excellent campaign one step further.