This document outlines a cause marketing campaign targeting Generation Z during the back-to-school period. It proposes partnering with a celebrity to launch a social media driven campaign promoting anti-bullying messages and custom product offerings. Key elements include a branded microsite, hashtag campaign, and influencer marketing. The results were over half a million site visits, 50,000 contest entries, and hundreds of millions of social media impressions and tweets promoting the campaign.

1.
BACKGROUND
Genera'on
Z
remains
an
extremely
valuable
target
for
retailers,
par'cularly
during
the
Back-­‐to-­‐School
'me
period.
This
audience
is
likely
to
align
their
purchasing
decisions
with
what
is
relevant
in
pop
culture
and
makes
them
feel
like
they
are
truly
making
a
difference
in
their
world.
Bullying
in
schools
is
a
key
issue
for
this
demographic
–
between
1
in
4
and
1
in
3
students
report
being
bullied
in
school.
Addi'onally,
there
is
no
Federal
an'-­‐bullying
law.
Although
49
states
have
an'-­‐bullying
legisla'on,
bullying
is
not
illegal1.
Increasing Product Sales to Generation Z through Targeted
Cause Marketing
CHALLENGE
Generate
product
sales
among
the
Genera'on
Z
segment
during
the
2013
Back-­‐to-­‐School
'me
period
and
create
a
social
media
driven
cause
marke'ng
campaign.
SOLUTION
Deploy
a
cause
marke'ng
campaign
driven
by
social
media
with
a
key
celebrity
partner.
• Build
a
branded
campaign
microsite
featuring
custom
product
offerings,
social
media
streams,
celebrity
content,
and
contests/
chances
to
win.
• Create
a
custom
hashtag
campaign
on
TwiOer
with
support
of
celebrity
partner
and
other
associate
celebri'es
• Launch
a
robust
social
media
influencer
campaign
to
speak
to
the
target
audience
in
an
authen'c
and
genuine
manner.
• U'lize
paid
social
media
channels
to
amplify
campaign
messaging.
RESULTS
• Over
half
a
million
campaign
microsite
visits
• 50,000+
content/chance
to
win
entries
• 324.6K
total
campaign-­‐related/hashtag
inclusive
tweets
o 167K
total
contributors
o 516.1M
impressions
among
74.5M
unique
users
o 16MM
influencer
generated
campaign
impressions
1hOp://www.stopbullying.gov/news/media/facts/#lis'ng
nicole elise
nicole-­‐elise.com
Nicole.Balistreri@gmail.com
561.221.2456