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Subaru Uses Facebook to for Cause Marketing

[Mediapost, August 25, 2011]

Subaru is launching a Facebook campaign that encourages people to choose a charity for the automaker to partner with in this fourth annual Subaru Share the Love event.

The automaker, which launched the program in 2007, said it has donated $15 million to charities, and plans to donate $20 million this year. The program gives $250 for every new Subaru vehicles old or leased from Nov. 19 through Jan. 3. What’s new is that the Facebook voting program allows Facebook fans of Subaru to vote for a “People’s Choice” charity, per the Cherry Hill, N.J. company.

Cause marketing is very effective when you consider:

  • 57% of consumers globally say a company or brand has earned their business because it has been doing its part to support good causes.
  • 64% of people globally say they would recommend a brand that supports a good cause
  • 63% of all respondents are looking to brands and companies to make it easier for them to make a difference.
  • 67% of consumers globally also say they would switch brands if another brand of similar quality supported a good cause. (Edelman Good Purpose Consumer Study)
Sallie Burnett
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