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Ikea Saves The Children When Facebook Fans Invite Friends To Shop

[MediaPost, 1/9/12]social media cause marketing campaigns

One of the more successful digital tactics for cause marketing is a Facebook “Like” promotion. When you Like the nonprofit’s page or the company’s page — or both, depending on the promotion — the company makes an in-kind or cash donation to the nonprofit.
On Jan. 14, Ikea is hosting a “Bring Your Own Friends (BYOF) event with deals and giveaways and is rewarding fans who invite their friends with a donation to Save the Children.

There are two things we can learn from this program.

First, it takes Facebook cause marketing to a new level by using Facebook Likes to help drive something that matters to a retailer: in-store foot traffic. This may become standard practice for brands.

Second, this promotion puts the cause marketing at just the right place — after the self-serving main offer of savings and giveaways, which is what really motivates shoppers. The donation to Save the Children is a secondary benefit, and the charity gets the money whether the invitee shows up or not.

Looking to create a cause marketing social media campaign? The experts at Customer Insight Group can help you integrate cause marketing into your customer engagement social media strategy.

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