Weekly Assignment #3 ADVE 709-Creative Strategies Maggie Walker

1. How Social Movements
Affect the Brand Story
WEEKLY ASSIGNMENT #3
MAGGIE WALKER
ADVE 709 - CREATIVE STRATEGOES
PROFESSOR GAURI-MISRA DESHPANDE

2. Showcase 5 different
campaign stories that have
been influenced by a social
condition at any given time.

3. Campaigns Based off of Social Conditions
Ben and
Jerry's
"Save our World"
AirBnB
#WeAccept
Patagonia
"The President
Stole Your Land"
Stella Artois
"Buy a Lady a
Drink"
Yoplait
"Mom On"

4. Patagonia: "The President Stole Your Land"
Overview of the Campaign
Last year when President Trump gave the order to
reduce the size of two national monuments in Utah,
Patagonia - along with greater environmentalist
community - responded with outrage and fear for the
integrity and protection of these public lands. To
publicize their position and educate the public on the
issue, Patagonia replaced its website's traditional
homepage with a confrontational headline followed
by the company's stance on the issue, further
resources and suggestions to donate. Patagonia's
message included illustrations showing what part of
the two monuments will no longer be protected and
facts about protected lands.
IWhy It Worked
Environmental conservatism is at the heart of
Patagonia's brand. It is in their company mission
statement to inspire and implement solutions to the
environmental crisis. It was necessary for them to
address this given the values the brand was built
upon.
It also worked because the revamped homepage was
not simply an empty, isolated gesture or media stunt.
This campaign was accompanied by a giant resource
catalog with education around public lands and next
steps for visitors looking to take action.

5. "The President Stole
Your Land"
Implementation Patagonia founder Yvon Chouinard told CNN that he plans to
sue the president. "It seems the only thing this administration
understands is lawsuits. I think it is a shame that only 4% of
American lands are national parks. Costa Rica's got 10%. Chile
will now have way more parks than we have. The goverment
is evil and I am not going to sit back and let evil win."
The website urged people
to take to social media,
using the hashtag
#MonumentalMistakes to
protest the order.
Many Instagram users
posted photos of the two
landscapes, while many
Twitter users praised the
clothing company.

7. AirBnB #WeAccept
Overview
AirBnB drew national attention with the airing of their
politically-charged TV commercial during Super Bowl
LI. In response to President Trump's nation-dividing
travel ban, the aid boldly declared, "we believe no
matter who you are, where you're from, who you love
or who you worship, we all belong. The world is more
beautiful the more you accept," followed by the
hashtag #WeAccept.
In addition to the ad, CEO Brian Chesky released a
statement stating the company's goal "to provide
short-term housing over the next five years for
100,000 people in need." The company pledged to
contribute $4 million to the International Rescue
Committee to support the needs of the globally
displaced.
Why It Worked
This was a stance on an issue that directly aligns with
the service that AirBnB offers. It was a natural space
for the company to occupy.
AirBnB was backed up by the promise of real action
that offered to directly and significantly reduce the
negative impact of the ban.
The company's very own CEO was the one making
public statements, not a PR spokesperson or generic
company entity. People like to see CEOs speaking up.
The ad showed a montage of people of different
nationalities. It helped promote and enhance AirBnB's
wider positioning on issues of race and diversity.

8. https://www.youtu
be.com/watch?
v=yetFk7QoSck

9. Ben & Jerry's #SaveOurWorld
Overview
Ben & Jerry's has also been championing the fight for
cleaner energy sources. The brand launched a full-
scale campaign/movement to join the fight against
climate change in 2015.
The brand released a new flavor, "Save Our Swirled,"
as a message to their fans to share their stance. They
also published a list on their website of "endangered
flavors" that used ingredients at risk should climate
change continue to affect global farming and food
production.
Why It Worked
Taking a stand on social issues is a part of this
brand's DNA. It has been a part of their brand story
from the beginning when proceeds from company
profit as well as generous donations were gifted to
fund various community projects. The brand believes
"the strongest bond you can build with your
consumers is over shared values."
The company doesn't view an issue as an opportunity
to sell ice cream, but rather the ice cream as an
opportunity to shed light on the issue. It is a
completely value-first mission and mindset that is
rare in the marketplace.

10. "If it's melted, it's
ruined."
If it's melted, it's ruined is the cardinal rule for ice cream
consumption. This is also true for our planet, as melting ice sheets
are expected to cause a host of problems, including rising sea
levels and the downfall of the polar bears. For Ben and Jerry's,
social issues are best addressed head on. The new ice cream flavor,
Save Our Swirled, is a mix of rasberry ice cream, marshmallow and
raspberry swirls, and has pieces of dark chocolate and white
chocolate fudge thrown in.
The flavor is part of an ongoing campaign to raise public awareness
about the growing scourge of climate change. They acknowledge
that ice cream is a carbon intensive industry, because milk comes
from cows, another driver of climate change. They are addressing
this issue, pledging to go 100% renewable by 2020 and
spearheading an international movement to raise climate
awareness.

11. https://youtu.be/LPg2ujHV1GY

12. Stella Artois "Buy a Lady a Drink"
Overview
Fronted by Matt Damon and in partnership with
Water.org, Stella Artois released a TV ad last year to
further encourage consumers to get involved with the
global water crisis.
For every limited edition bottles purchased, a month
of clean water is provided to women and their families
in developing countries. Meanwhile, a limited-edition
pack from a supermarket provides six months' worth
of water.
Why It Worked
Stella Artois is not a brand that you might typically
associate with activism, however this campaign has
been successfully driving awareness of the global
water crisis for three years now. While this initiative is
not controversial in any way, it is a great example of a
brand putting social issues at the heart of its
marketing.
As well as benefitting a pressing and worthwhile
cause, the campaign has also resulted in Stella Artois
reaching a younger and more socially-aware
audience. As millenials increasingly lookt to make a
difference in their world, their attention turns to
brands that also demonstrate the promise. As a
result, the opportunity to be the "generation to help
end the global water crisis" naturally resonated.

13. Behind the Campaign
Stella Artois started this campaign by addressing their own water
usage, from growing their ingredients all the way through the
bottling stage; they are being more efficient. Taking it a step further,
they teamed up with Water.org to start the Buy a Lady a Drink
initiative. Matt Damon co-founded Water.org, a nonprofit that
focuses on making clean water and sanitation financially viable for
people around the world. Since 2009, three million people have been
helped, and Stella Artois is determined to help make that number
continue to grow.
Stella Artois tapped three artists to design limited edition versions,
the profits of which go to supplying water to women in the world.
Each chalice reflects its creator's country and is sure to be one of
the most interesting pieces of glassware you ever own and
certaintly the most helpful. The purchase of one chalice provides
clean water to a woman for five years. They have been instrumental
in getting 800,000 people access to clean water thanks to the sale
of 225,000 of these artistic chalices.

15. Yoplait "Mom On"
Overview
In order to engage a new or forgotten-about audience, Yoplait decided to tap into a common public debate: mum-shaming. This
relates to the often partonising information given to mothers about how to be a good parent, and the shaming of those who do
not follow it.
Its latest campaign, "Mom On," depicts mothers addressing common criticisms they face, such as judgement over
breastfeeding, going back to work, and even drinking alcohol. Yoplait released a video with the title, "Mom On" showing
different mothers going through their daily lives and facing judgement as they do things like breastfeed in public, go to work
and wear yoga pants. Utimately, the ad encourages women to do whatever feels right for their families. The ad also taps into
another issue moms face when it comes to parenting - what kind of food they are supposed to feed their children.
The purpose of the campaign was to make people aware of how much moms are judged. A related study showed that more
than 1000 American parents and guardians found that 75% of mothers feel they would be happier with a little less judgement.
The brand's senior manager of marketing communications, Susan Pitt says, "We know how much moms love their kids and
don't want to be boxed into one right way to mom, so Yoplait is surrounding moms with support and telling them, "You've got
this! Mom On."

16. Why the Campaign
Worked
While the ads do not focus on a current event or overly-contentious
subject, they are bold in their stance on a specific issue, with the
clear potential to offend those who might not agree. This made the
campaign hugely memorable, standing out amid a sea of similar
and formulaic ads from competitor brands.
For Yoplait, the decision to take on the parenting debate proved
worthwhile, ultimately helping the brand to achieve its aim of
connecting with a core audience of mothers of all kinds. According
to analysis from Google, the ads resulted in a 1461% increase in
brand interest.
The brand goes hand in hand with the purpose of the message.
Yoplait has always had a special connection with female roles and
especially for supporting moms to get the job done. Yoplait always
puts people first. The brand is more than a company. Yoplait does a
great job showing they care about their customers and they care
about solving an issue.

17. https://www.youtube.com/watch?v=fRcIYOM1wEQ