Campaign: Wearing it Forward
Nonprofit Partner: Goodwill
Launch Date: March 7, 2012
Goodwill and The Bon-Ton Stores, Inc. are encouraging consumers to “wear it forward” in a new cause marketing effort during the semi-annual Goodwill Sale March 7–22. Before shopping, individuals are urged to donate their used clothing and household textile items at Bon-Ton stores to benefit Goodwill. Donors will be rewarded with discounts at any of Bon-Ton’s stores or online. Shoppers may also register their donation online to receive a coupon for a 25% discount and enter for a chance to win $25 and $50 gift cards instantly and be entered into the Grand Prize sweepstakes for a $1,000 Shopping Spree.
Retail is a prime industry for cause activation, as evidenced by this campaign. Its coupon-driven nature makes an easy fit for a cause-driven campaign. By making an ask that is simple for consumers and offers a double incentive (coupon and sweepstakes), Bon-Ton and Goodwill greatly improve their likelihood of engagement. This particular campaign seems like it would be a good fit for Facebook or other social channels.