While its arrival means different things for different people, one thing we can be sure of is the emergence of all that holiday content we love. Companies of all sizes and from all industries use this time of year to reach more readers — promoting everything from food and gift shopping to philanthropy and even safety tips.
The holiday season offers an excellent opportunity for brands to showcase their creativity by publishing content focused around the occasion and aligned with your holiday promotions.
Of course, with so much great content being distributed this time of year, it can be challenging to pick out just one piece to feature in Content We Love. However, it also makes doing so just as relevant, as our goal is to point out those key elements that aided in making our decision.
In this edition of Content We Love, we’re highlighting a piece from Unilever that’s both timely and impactful.
I think many of us would agree that after the seemingly never-ending election roller coaster ride, this holiday season could be just the right remedy for settling mixed emotions and putting things back in perspective as we focus on the most important things in life.
The most powerful remedy, perhaps, can come from the power of giving. There are loads of research and studies on the science behind giving and its correlation to one’s overall health and happiness.
We are all well aware that the holidays are the season of giving, and companies can embrace the opportunity by not only giving themselves, but also by presenting opportunities for others to give.
Unilever accomplishes that with its recently launched campaign #TBT To Share Forward in partnership with Feeding America.
Throwback Thursday, or #TBT is a major cultural trend among media sites wherein users will post old photographs (such as from their childhood) with the hashtag #ThrowbackThursday or #TBT.
Unilever’s campaign taps into this trend in an effort to raise awareness of child hunger and help end an issue that affects one in six children in the U.S.
“As a global company, Unilever has the ability to reach and positively affect millions of people around the world. By taking steps to sustainably source raw materials, raise awareness about hunger and healthy living and provide higher nutritional standards, we are helping to build a brighter future for tomorrow,” said Lauren Harper, Director Sustainable Living and Unilever Brand, Unilever USA. “But solving hunger isn’t something we can do on our own. That’s why, through programs like #ShareAMeal, Unilever calls on consumers to take one small action to make a larger impact that can be felt around the country.”
The company will be donating one million meals to help families in need, and rallying Americans to help share one million more through simple actions – including tagging their own #TBT with #ShareAMeal.
While it’s evident that campaigns such as these require extensive planning and preparation, there are a few tips to consider when putting together something similar for your brand.
Be creative in your marketing strategy to maximize participation.
The goal of your campaign may be great, but its success will likely be heavily dependent on the promotion of it. Consider what your audiences are more likely to engage with and provide them with easy and fun ways to get involved. This includes widespread promotion via social and paid channels.
Utilize every available resource.
Base your campaign on what your company does and what it can contribute. This can include the resources/products you sell to the tools/platforms you use to sell it. And if you require additional resources outside of those available to you, consider partnering with an organization who can provide them.
Be consistent.
This can apply to both the charity you are giving to, as well as the time and frequency you give. Many companies partner with a specific charity whom they support and donate to on a regular basis. It’s important to be passionate about the cause you are supporting. If a specific fundraising or awareness campaign is successful, run it every year at the same time as an event and allow it to grow along the way. You’ll be able to promote it in advance and make it easier for people to anticipate and prepare for it.
To ensure your next campaign is successful, you need a strong foundation to build your brand’s communications on. Download Master the Mix: Amplify Your Campaign Results With Earned Media for the five pillars that will help you develop your communications year-round.
Author Priscilla Ramirez is a customer success representative for channel and advocacy marketing at PR Newswire.
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