Trick or Treat for UNICEF

Campaign: Trick or Treat for UNICEF
Company: HSN, Inc.
Nonprofit: U.S. Fund for UNICEF
Launch Date: September 9, 2013

Campaign:

A new cause marketing partnership between UNICEF and multichannel retailer HSN, Inc. will celebrate Halloween with the 63rd Annual Trick-or-Treat for UNICEF campaign.  A special HSN Cares Trick-or-Treat for UNICEF online store at HSN.com will donate a minimum of 10% of the purchase price for around 80 Halloween SKUs to the U.S. Fund for UNICEF. Additionally, HSNi CEO and Director Mindy Grossman and U.S. Fund for UNICEF President and CEO Caryl Stern appeared on HSN September 9th in a first-ever HSN Cares Trick-or-Treat for UNICEF Primetime Special to talk about their personal experiences marking Grossman’s first time on HSN air in the seven years she has been with the company.

Our Take:

More and more nonprofits are making the strategic move to “own” a particular season or holiday. Although the U.S. Fund for UNICEF has long run its ‘Trick or Treat’ initiative, the inclusion of a corporate partner such as HSN, Inc. with its wide, multi-channel reach takes this effort to a new level. In addition to a wide selection of Halloween merchandise benefitting the charity, consumers are also invited to make a direct, $1-$25 donation to the U.S. Fund for UNICEF, increasing the accessibility of this campaign even further.