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Cause Marketing | Case Study

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by

Tina-Gaye Bernard

on 23 July 2014

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Transcript of Cause Marketing | Case Study

Cause
Marketing

The Challenge
International celebrity makeup artist Sue Devitt founded eponymous line of prestige treatment-infused makeup and skin care.

Strengthen and broaden brand awareness beyond new product launch as media look, add "legs".



The Solution
Recommended cause-marketing hydration initiative strategy and delivered public relations brief. In lieu of breast cancer which many beauty companies champion, selected a different type of philanthropy, a clean drinking water effort in keeping with the brand DNA of marine inspiration and ingredients as well as the founder’s charity work.

(Photo, right) After press event showing African-inspired Hydrating Marine Minerals Destination Eye Palette in shade Serengeti (coast ivory, rich earth, sunset copper, safari chocolate). Proceeds from each sale benefitted Africa Foundation to purchase Hippo Water Rollers to bring much needed hydration to community gardens.





The Results
Cause marketing campaign resulted in 10 million press impressions in print and online.

www.vanityfair.com/online/beauty/2009/11/sue-devitt-beauty-with-a-global-conscience

www.departures.com/articles/selling-makeup-for-charity


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