The Marketing of Goodness
In Milan, you drink a glass of Coca-Cola, and in Lloró, Colombia, a water purification plant is built for the residents. This is the “butterfly effect” applied to the era of marketing of goodness, or as experts call it, social related marketing. Advertising linked to social causes.
If the summer’s hit song is no longer a catchy tune but a challenge to pour a bucket of ice water over your head (on camera, of course) to raise funds for ALS, then it must mean something.
According to the latest Sodalitas-Nielsen Foundation report, €207 million was invested in social marketing campaigns in Italy in 2012, for a total of 12,791 advertisements. While still a small slice of the pie, cause-related marketing accounts for 0.61% of the market.
“But in 2013, there was a slight growth after a period of crisis,” explains Massimo Ceriotti, head of communication at Sodalitas. “When the campaign is consistent with the values expressed by the company, it can make a difference for the consumer, especially in sectors where the offer is not very differentiated.”
It is no coincidence, in fact, that the most active is Pool Pharma (€27 million invested), present in the supermarket of dietary products, where everyone offers everything. Among the top ten are also Alessanderx spa (€21 million), Conad (€9.6 million), Procter & Gamble (€7.4 million), Pomellato (€5 million) and Samsung (€4.3 million).
“These campaigns are widely used in the United States, Northern Europe and China,” says Massimo Giordani, vice president of the Italian Marketing Association. “A bit less so in Italy. In fact, the Ice Bucket Challenge so far in Italy has brought a result, in terms of money raised for ALS, which is lower as a percentage compared to America.”
So are Italians narcissistic but a bit stingy? “No, the problem is that the use of the web is less widespread here than elsewhere, social networks are used more for leisure and less for doing business, we are the last country in Europe for e-commerce, and this includes donations.” Therefore, viral campaigns on the Internet are less effective here. They look more like a company showcase.
“Let’s be clear,” says Alberto Contri, president of the Pubblicità Progresso Foundation. “Obviously, companies do this to improve their image and, if possible, get a return in terms of sales. We’re fine with that, because they’re useful ads. The important thing is to use the right tools. For example, the advertisement against domestic violence made by a well-known lingerie company, where the brand occupies the entire page and is more visible than the social message they want to promote, is certainly not a good campaign. Similarly, I have some doubts about those shocking photos against anorexia by Oliviero Toscani, even if they were promoted by a clothing brand.”
Among those who do it because they believe in it, those who just want to get talked about, and those who want to sell one more bottle of detergent, there is also the question of the funds raised. Who controls them? “In Italy, there is no obligation to report them,” observes Contri. “It was a task that could be entrusted to the Non-Profit Organizations Agency. But the Monti government closed it.”
