The best cause marketing campaigns create tangible, visible change in a cause area strongly aligned with the company’s brand. But as anyone in the field knows, finding the right nonprofit partner with the skills to execute a campaign is harder than it sounds! When marketing agency Lippe Taylor was exploring nonprofits that could advance the goals of their client Nature Made, DonorsChoose stood out.
At DonorsChoose, our teams have 22 years of experience handcrafting cause marketing and corporate social responsibility campaigns with our partners’ marketing and CSR teams, and the agencies that support them. As a national nonprofit that enables public school teachers to request whatever they need for their classrooms, DonorsChoose makes it easy for companies to target their giving — whether that’s supporting environmental science resources, books with diverse characters, or requests from Texas teachers.
The Challenge: Lippe Taylor wanted to craft a unique and impactful cause marketing campaign for client Nature Made
Nature Made, the leading national vitamin and supplement broadline brand, came to Lippe Taylor to help educate consumers on the benefits of the brand’s immune-support products. Lippe Taylor saw the perfect opportunity to amplify the brand’s ongoing commitment to supporting healthy classrooms. Driven by this purpose, Nature Made was eager to reduce teacher out-of-pocket spending on wellness resources for their students and themselves.
Lippe Taylor and Nature Made saw an opportunity to accomplish these goals by making a big impact through a DonorsChoose cause marketing partnership; the teachers we serve are highly engaged, and we have a robust fulfillment and procurement system that allows us to swiftly get resources into public schools.
Our team jumped at the opportunity to build a custom campaign that would support teacher and student wellness. When Lippe Taylor approached us, they shared two key goals:
- Support America’s public-school teachers by equipping them with wellness resources for their classrooms
- Distribute Nature Made products to teachers across the country at scale
Our team worked closely with Lippe Taylor to develop #TeachHealthy, a custom campaign tailored to align with Nature Made’s purpose. Through #TeachHealthy, we launched a $4 million gift for DonorsChoose teachers and helped get 7 million servings of immune-support products into the hands of teachers.
Our Approach: We combined DonorsChoose fulfillment expertise with Lippe Taylor’s integrated marketing prowess to create a campaign as impactful as it was splashy
Through #TeachHealthy, we implemented a number of funding and PR tactics to achieve Nature Made’s goals.
Funding tactics — executed by DonorsChoose
- We launched a Health & Wellness Match Offer that doubled and tripled donations to 8,801 Health & Wellness projects on DonorsChoose.
- We instantly funded 2,030 projects from Los Angeles Unified School District to support teachers in the local community surrounding Nature Made’s headquarters.
- Teachers had the chance to receive Nature Made ImmuneMax and Vitamin C Gummies along with DonorsChoose funding credits to request resources for their schools.
PR tactics — executed by Lippe Taylor
- Lippe Taylor coordinated an integration with CBS’ The Talk to announce that every project in Los Angeles United School District was instantly brought to life. DonorsChoose Teacher Board Member Amanda Calzada helped share this news on air.
- Influencer content launched with two long-term Nature Made social partners to extend the #TeachHealthy message and reach educators in need.
- #TeachHealthy was also featured through a NowThisNews partnership through a hero video, social ads, banner ads, and sponsorship of an episode of their editorial series, the Common Good.
- Lippe Taylor produced a mini documentary featuring real teachers from the Los Angeles Unified School District. The resulting #TeachHealthy video was so beloved, it was adapted to a :15 Commercial that appeared on social and broadcast media.
- Actress Yvette Nicole Brown was enlisted to highlight the importance of the program through social content and conversations with local educators.
The Impact: Business and Cause Success Earned Us a Silver Halo Award in Education from Engage for Good
Overall, #TeachHealthy funded more than 13,700 projects for public school teachers across America. Nature Made was able to distribute nearly 54,000 boxes of ImmuneMAX samples and 138,000 boxes of Vitamin C Gummies samples to schools. Teachers were thrilled to benefit, and jumped to social to celebrate Nature Made.
In addition to the integrations with NowThisNews! and The Talk, the campaign press release was picked up by numerous publications, including Yahoo! Finance and MarketWatch, and Lippe Taylor’s proactive media outreach secured #TeachHealthy coverage in industry publications like Chain Drug Review and Nutritional Outlook.
The campaign resulted in +7% pts increase in Publicity Awareness, +2% pts increase in Consideration, and +4% pts increase in Purchase Intent. Nature Made’s Earned Coverage Score was double that of competitors.
Based off of this success, Engage for Good awarded #TeachHealthy with a Silver Halo Award in Education, honoring this campaign as one of the best cause marketing campaigns of 2021.
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