Social Media Campaigns: Corporate Social Responsibility?

Many people say that this generation is the worst generation ever. However, with the increasing number of corporate social responsibility (CSR) efforts; is this really true?

Do people really care about the CSR campaigns by organisations?  Do people really “buy” it? To test this out, I decided to do a small experiment to see and further understand how some people reacted or felt about certain CSR social media campaigns.

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A MEANINGFUL MESSAGE? LET’S EXPERIMENT:

Although for every campaign there is always mixed reviews, we informally gathered over 20 people between the age of 20 and 40 to see what would be general response to the various campaigns.

 

UNICEF TAP CAMPAIGN

With the support of Giorgio Armani Fragrances, UNICEF launched a “Tap Campaign” where 1 day of water for a child would be donated every 10 minutes someone goes without their phone. Although this campaign was already over, we asked the participants to download the application and give it short.

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Picture from UNICEF USA

By the end of the session (approximately 30 minutes), no one touched their phone. And the results on how much water Giorgio Armani would have given if the campaign was still on, was shared.

VERDICT: POSITIVE

When the results were shared, the participants immediately started discussing the results and their feelings towards ignoring their mobiles. Wanting to participate in the campaign for a longer period of time, more than ¾ of the participants wanted to know if the campaign was still on.

The feedback was they felt that it was fresh and interesting. Moreover, with UNICEF as the front of the whole campaign, most people felt that this campaign was legit and trusted it. Therefore, we conclude, amongst our participants, this was a positive campaign.

 

TARGET – HERE FOR GOOD

Target had a campaign video – Here for good that expresses the efforts that Target has placed in so far. The video was shown to the participants and they were asked on their opinions as well as if they would share the video.

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Picture from Target

 

VERDICT: WHO, WHAT, HUH?

Coming from a country that does not have a Target store (the country being Singapore), the results were interesting yet somehow expected. With the exception of a few participants, everyone said that they would not have shared the video. When questioned, most participants felt that Target was placing their fingers in too many pots and they could not feel the true impact that they are making. They prefer a more targeted effort as it is believed to be able to contribute more significantly. So this video is a no go, for Singapore/our participants at least.

 

THE PEPSI REFRESH PROJECT

In this campaign, Pepsi encouraged people to submit ideas on how to refresh their communities. The most promising ideas were the awarded a large sum of money to be carried out. Similar to the Target advertisement; we showed participants the Pepsi Refresh video and discussed their thoughts on it.


VERDICT: NAH
 

For this campaign, our participants felt that it was too sudden. In their impression, Pepsi has never done anything like it before. It was a change of image that made them doubt the effort was “from the heart of the organisation”. A good percentage of them even felt that it was a weak effort on Pepsi’s part as Pepsi gave them the impression of being lost without a clear idea on where they want to place their efforts. As such, they threw a wide net to see what ideas that they can get.

 

LET’S WRAP IT UP!

In conclusion, not all CSR social media campaign works for everyone. The key is to understand your target audience, have a clear distinct message and most importantly to have consistency. With that, consumers would be more inclined to trust that your company’s CSR is not a fluke but a true effort in making the world a better place. And just maybe, together, we might not be the worst generation ever after all.

 

NOTE: All the information in this experiment is purely a consolidation of opinions from a small group of individuals and does not represent any organisation or mass opinion.

 

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