Product category:
Experiential marketing
News Release from: Ogilvy Action
Edited by the Marketingservicestalk Editorial
Team on 26 March 2008
Customers prefer charities to Kate Moss
Partnerships with charities and good causes are more likely to persuade consumers to buy a brand than links with sport, music, TV/entertainment, film, gaming and the arts.
These are the findings of new global research conducted for marketing agency Ogilvy Action, part of marketing services group WPP While brands may be clamouring to sign Kate Moss or the latest singing sensation to their brand, they would be better off promoting their green credentials or linking up with the NSPCC, according to the survey, which interviewed 10,000 consumers across ten global markets including the UK
This article was originally published on Marketingservicestalk on 5 Mar 2007 at 8.00am (UK)
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Respondents were quizzed on their lifestyle and product preferences to discover the links that they make between brands and categories.
One quarter of those surveyed said that a sponsorship or link with a favoured property, such as a charity or celebrity, would influence their buying decisions.
Of the top ten partnerships that would make UK consumers more likely to buy a product or service, eight were CSR issues or charity brands.
Top of the list is 'recycling issues', which increases likelihood to buy among consumers by 52 per cent.
The charity partnership led by U2 lead singer Bono, Red, was next; increasing propensity to buy by 51 per cent.
Also in the top 10 were charities Greenpeace, the NSPCC and the Red Cross and issues including poverty relief and animal protection.
The only two properties in the list which were not related to the third sector were the America's Cup sailing race, in at number eight with 35 per cent, and fashion (32 per cent), at number 10.
An association with Kate Moss, meanwhile, only lifts propensity to purchase by 31 per cent.
David Farrow, managing director of Ogilvy Action sports and entertainment, the sponsorship specialist, commented: "These are important findings, which should help the right brands team up with the right good causes so they can develop more effective sponsorships for the commercial benefit of all involved".
Research was conducted for agency Ogilvy Action, in conjunction with sister companies in the WPP group, including market research specialists Millward Brown, which ran the field work, and MindShare Performance, MEC Access and Hill and Knowlton.
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