Whether you’ve realized it or not, cause marketing has been a part of the business and advertising worlds for decades. Back in the 1980s, brands like Yoplait and Delta Air Lines partnered with the Susan G. Komen Foundation, helping bring the nonprofit to national recognition. In 2020, it’s now become the norm for brands to support social and charitable causes, from Patagonia’s ongoing support for climate change activism to Burger King’s Feel Your Way campaign.

Cause marketing has become one of the most popular and influential ways for businesses to connect with customers. In our first article, we discussed important tips for creating your small business’ cause campaign before moving on to the pros, cons and potential risks. Now, we’re analyzing some of the best examples of cause marketing in recent years. Read through some of our favorite cause marketing campaigns below to get advice and find inspiration for your business.

Example 1: Tetanus Vaccines – Pampers and UNICEF

Tetanus used to be one of the deadliest diseases a baby could contract. However, now that there is a vaccine that can be given to children, there has been a 95% decrease in the rate of tetanus. Starting in 2006, Procter & Gamble diapers brand Pampers started a campaign with UNICEF to donate one vaccine for every pack of diapers sold.

It’s simple campaign, aptly named “1 Pack = 1 Vaccine,” but a very relevant cause for the Pampers brand. Tetanus vaccinations are an issue that really hit home for their target audience of new moms and dads who already have children’s health at the top of their minds. So far, Pampers has helped fund more than 300 million tetanus vaccines for children in need.

Example 2: Red Nose Day – Walgreens and Comic Relief

As one of the most fun campaigns in recent memory, Red Nose Day has become a highly visible example of cause marketing. Red Nose Day is a global campaign started by Comic Relief, a charity that supports children living in poverty around the world, and raises money and awareness by selling clown-like spherical red noses. When Comic Relief brought the campaign to the US after finding success in the UK, Walgreens became the campaign’s official Red Nose distributor. In the last five years, Red Nose Day has generated $190 million and helped 16 million kids in poverty.

Why has such a simple campaign and product become so successful? In short, because it’s just fun. The red noses bring people together to participate in a seemingly silly and playful day. The noses are inexpensive to buy, which makes it easy for anyone to participate. They’re also highly shareable, so when celebrity advocates like Mindy Kaling, Kristen Bell and the anchors of the Today Show post pictures of themselves in the red noses, it inspires others to do the same. The more a brand can inspire loyal customer to share their message, the more the cause will spread among their larger community and inspire people to participate in the experience.

Example 3: Ice Bucket Challenge – ALS Association

Anyone who was on social media in 2014 remembers the Ice Bucket Challenge. If a friend nominated you for the challenge, you had to film yourself pouring a bucket of ice-cold water over your head, post it online and tag friends encouraging them to do the same. The challenge was organized by the ALS Association in an effort to raise awareness and funds for ALS, also known as Lou Gehrig’s disease.

It sounds crazy and not very fun in theory, but in the end, more than 17 million social media users took part in the challenge. People were excited to be tagged and asked to do the challenge. Plus, there was an element of peer pressure – everyone felt like they had to do it because their friends already did. It’s much harder to turn down your real friends than a faceless organization. The campaign certainly worked – ALS Association raised $98 million and received about 30 million website visitors in just one month.

Example 4: Self Esteem Project – Dove

Dove is perhaps most well known for their ongoing “Real Beauty” marketing campaign. When their brand selected a cause to support, they decided to choose an issue that proves their company is committed to supporting women’s physical and mental wellness. Through their Self Esteem Project, Dove partners with leading experts in psychology and health to provide young people with resources on how to be their true best selves. These partners, which include Girl Scouts, the Boys & Girls Club and Girls, Inc., offer women parenting advice, healthy friendship tips, how to overcome issues with body image and more.

So far, Dove has reached more than 20 million women through the Self Esteem Project. One of the campaign’s ads, called “Real Beauty Sketches,” even became the most watched YouTube video ad of all time. The Self Esteem Project addresses universal issues for many women and gives credibility to the claims Dove makes in their Real Beauty ads. By focusing on the issues women really care about and sending messages of acceptance, Dove created a campaign that has successfully resonated with their target audience for years.