Power of Cause Marketing

It’s fascinating to see that brands advertising simple commodities have been able to positively influence the masses to think and act for the betterment of the society.


“My chin sort of protrudes a little bit, especially when I smile” she said, as she described herself to an artist, who was sketching her portrait. Once the sketch was complete, the artist asked another person to describe her features. The two sketches were starkly different from one another; it did not seem like the same woman at all. The first one was characterised by exaggerated features, which are conventionally known to be unattractive, reminiscent of a caricature. However, the second sketch depicted a more appealing version of the woman, in fact one closer to reality. This popular marketing campaign that explored the gap between how others perceive us and the way we perceive ourselves, does not need much of an introduction – the Real Beauty campaign run by Dove has aimed to transform the hegemonic and possibly socially constructed definition of ‘beauty’ in order to enable millions of women to view themselves in a more positive light, hence building their self esteem. This socially responsible and widely influential campaign has been my strongest source of inspiration to enter into the field of cause marketing.

It is interesting to see how a brand advertising the simple commodity of soap, a commodity that merely cleanses your body, has intelligently capitalised to challenge the cultural constraints of society and brought about an intellectual transformation for the masses. This, in essence, is the power of an effective cause marketing campaign.