Big changes were once a small idea
This blog shares the worthy idea that has made the world better. The idea can be as simple as “changing product design” or as big as “making a business model.” But in common, those ideas, whether simple or sophisticated, has resonated with many audiences, created positive actions and outcomes, and made a social impact.
When public changes, so does the market. Recently, I’ve witnessed many brand such as Gucci, Louis Vuitton are launching retro-style games to attract millennial consumers. The shift in audience demographics, customer preferences directly lead into that in brand strategies.
Taking the example of millennial consumers, they are reported to be value-oriented; they are willing to contribute to make the world better than today; they are more likely to give their time and resources; they are more involved in cause than ever; they actively share news about causes or social issues they advocate.
Those preferences to choose companies with high morality, ethical standards, and social values have made a new standard for market competition.
What changes have been made?
Beyond the legal, economic, ethical responsibility, a new standard of responsibility – social responsibility – is required for companies more than ever.
Now we can see more and more companies are tapping into socially responsible activities strategically for brand communication. And Corporate Social Responsibility allows companies to leverage public supports and enact positive changes.
And this blog will focus on that — The intersection where Social Responsibility and Brand Communication cross
Great CSR (Corporate Social Responsibility) activities or social campaigns start from a small idea. And idea gets bigger according to how it interacts with audiences, how it collaborates with partners, or how it spreads through social media. This blog will look into how an idea gets social — how an idea develops into bigger actions, creates audience engagement, and rolls out as a social movement.
What contents does this blog cover?
The main areas that this blog will focus on are:
- Best practices of Social Entrepreneurship
- Ideas from Cannes Lions
- Successful social campaigns around digital media
- Secrets of viral marketing / user-generated content
- Ideas for customer engagement
- CSR & social media trends
- Does CSR activities really improve brand equity?
- How people are engaged in social campaigns?
- Key academic researches
Like an alchemist finding golden rules
I started off my career as a communication officer for an international non-profit organization. During the period, I was fascinated by public relations and communication and so interested in how brand campaigns interact with audiences. So I advanced my study through the graduate program of Strategic Brand Communication. But then, I had a pivotal change in my career which I didn’t expect; I had to work as a fundraising officer with a specialization in corporate partnership. While working in two different fields, I found out there are some points that things converge. At that time, I knew: this is the field to be explored. This blog starts with this idea. There is a area that communication(marketing), fundraising, social responsibility intersect and make powerful synergies. I decided to explore the verges that those fields cross and to find key principles for successful ideas, and this blog is a guide and record of my exploration.
Ideas for Social Impact 