Next Up In Do-Good Marketing: Brands Turn To Microsponsorships
Brands such as Quaker, Pepsi, Prilosec and Bisquick are moving beyond cause marketing to so-called microsponsorships that provide up to a few thousand dollars to consumers to fund their own pet projects, Natalie Zmuda and Emily Bryson York report.
The Pepsi Refresh program, through which consumers can apply for grants ranging from $5,000 to $250,000, is a prime example. Pepsi wants consumers choosing between a Coke and a Pepsi to think of the Refresh Project when they're about to buy. "It's that last three feet, that point of purchase," says Ralph Santana, vp-marketing at Pepsi. Pepsi is employing a "battery of diagnostics" to measure ROI, Santana says, and has partnered with third parties to ensure the quality and credibility of the program.