Campaign: Canvas That Cares
Company: Timberland Earthkeepers Brand
Nonprofit Partner: WaterAid
Launch Date: December 1, 2011
[/box]Campaign Description:
December 1-11, consumers can log onto eBay to bid on one of 75 pairs of limited-edition Timberland® Earthkeepers® boots featuring artwork by Ringo Starr with proceeds (less auction fees) going to nonprofit Water Aid. This auction kicks of Timberland's “Canvas that Cares,” a new program created to raise funds for non-profit organizations through the auction of custom-designed, limited edition Earthkeepers® footwear.
Our Take:
While the donation goal is small for such a large brand (just $18,750), it appears this will be a long run campaign for Timberland where aggregated proceeds can add up. We'll be interested to see if Timberland rotates nonprofit organizations (and target audiences) as it rotates celebrities.
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Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
