It certainly has been a while since a blog update. We have been rather busy the last few years executing a number of cause campaigns for brands and nonprofits and have seen a real shift in a few key areas. This hiatus allows us to highlight some of what has changed and where the opportunities lie for savvy marketers looking to connect a cause and a brand on the world's largest marketplace.
To be clear, this is not an eBay sponsored or endorsed blog. We at Auction Cause have a number of years in producing high profile eBay events. Think 300+ campaigns as an agency realizing over $35 million for causes. We like to share what we see working and some of the metrics used to measure what makes a campaign successful. We will be looking at various case studies and sharing what has made them successful.
Like many forms of advertising, we know recognition often comes from repeating campaigns on a yearly basis. We have been executing the Lindt Chocolate Signed Gold Bunny campaign now for a few years in support of Autism Speaks.
By sending out requests for athletes, celebrities, and others of note to simply sign the gold bunny for the auction, Autism Speaks was able to raise significant funds. What has made this yearly campaign so successful?
- Well known names that have an active and lucrative fan base. This sounds easy, but many times older, more classic names that are not the flavor of the day will do much better than someone featured in a new hit film or TV program. People who grew up as a fan of someone now possibly are in position to spend their discretionary income.
- Engagement of the well known person who signed the bunny to Tweet. This is especially important, and timing the Tweets while the auction is live translates usually into a stronger call to action.
- A great cause that is usually understood and and widely supported. So many important causes, but a disease that affects so many does strike a chord with a wider selection of the public.
- Repetition of a great campaign. People now look for the yearly auction, and the bunnies have become very collectible. We have seen prices paid steadily increase too, along with repeat buyers as well as people winning more than one bunny.
- Authentic support of the brand. Part of the change we have seen the last few years is that brands really want to give back and support a great cause. It cannot be only about selling the product. The messaging for this campaign clearly shows who is behind it, but with 100% going to Autism Speaks, consumers can feel good knowing their bid is making a difference.
Do you know of a successful cause marketing campaign on eBay? Do you have questions about running such a campaign? Please comment below or email us directly at causemarketing@auctioncause.com. We will do our best to address either on this blog or emailing you back directly.
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