Get Back and Give Back

Campaign: Get Back and Give Back
Company: NAPA Auto Parts
Nonprofit Partner: Intrepid Fallen Heroes Fund
Launch Date: July 1, 2013

Campaign Description:  

NAPA AUTO PARTS is launching its second “Get Back and Give Back” campaign to support the Intrepid Fallen Heroes Fund (IFHF). Through July, the cause marketing effort will offer a nationwide text-to-donate program which allows anyone to make a $10 donation. NAPA is also offering customers mail-in rebates of up to $25 for every battery, alternator, and starter purchased during the month. Customers can choose to donate all or a portion of these rebates, and NAPA AUTO PARTS will also donate $1 to the IFHF for any redeemed rebate. One hundred percent of all funds raised during the “Get Back and Give Back” Campaign will go directly to the IFHF.

Our Take:  

This is an example of a well-rounded, integrated cause marketing effort. A very straight-forward campaign, NAPA mobilizes consumers and employees for their cause of choice, activating both consumer donation as well as transactional cause marketing components with the inclusion of product rebate and all in time for Independence Day. Strong brand alignment, solid execution and an ambitious million dollar goal.