Successfully Engaging Customers with a Cause

From Marketing Profs Daily Fix:

Here's a case study from the Media Convergence Forum via Liz Cahill, VP of Marketing and Communications of Lee Jeans.

Thirteen years ago Lee recognized women were the top consumers of their jeans. And at the same time cause marketing was starting to take hold. Lee studied the causes that women really identified with and breast cancer was a clear winner. Lee wanted to do something because over 44,000 women a year die from breast cancer each year in the US. But they wanted to give the consumer the ability to make a difference. So they started the "pay $5 to wear jeans to work" on the first Friday of every October (aka - breast cancer awareness day) and wanted to create Lee national denim day. Over the last 13 years they raised $75M for breast cancer research.

At the beginning of the program they were breaking ground - now it's seems like a "sea of Pink" - So welcome to Web 2.0 it's no longer about pushing information out - it's about consumers generating conversations.

FULL STORY