::SocioCharge::

Objective : Increase Sales
Target : Cable television households
Offer : $100 donated to community charity (local) when consumer purchase qualifying services
Impact
- Sales were 46% above the forecast
- Acquired 38,690 new customers in 2010
- Contributed to local charities $3.86M
- Provided tangible contribution that customer can see and benefit from

Objective : Support education for under-privileged children ( Increase sales)
Target : Consumers of P&G products
Offer : Portion of purchase of selected P&G products for a quarter in a year to be given for the cause
Impact
- 280,000 underprivileged children accessed their right to education
- Supported 140 schools across India
- Contribution of over INR 22 Cr

Objective : Support education for children ( Increase sales)
Target : Consumers hair oil
Offer : 5% of profit proceed from sale of Nihar Shanti Amla oil shall go for the cause of education
Impact
- 36058 children accessed their right to education
- Supported 19 projects across 10 states in India
- Volume growth has been 28-29%

Objective : Eliminating maternal and neonatal tetanus (Increasing sales)
Target : Consumers purchasing diapers
Offer : Each purchase of designated packages of pampers triggers a donation funding a vaccination
Impact
- Impressive and sustained gain in sales
- In UK $2.5 M raised in 2010
- In Germany, in 2009, study of purchase intent showed a 29% lift among consumers who were aware of campaign
- By September, 2011 program provided funding for more than 300M vaccines , enough to protect 100M mothers and their babies.
- At the 2011 Clinton Global Initiative, P & G committed to continue to its work with UNICEF to eliminate maternal and neonatal tetanus by 2015.

Objective :Funding for K-8 schools ( Increasing sales)
Target Audience : Parents, Teachers, and other consumers who care about kids in school grades K-8
Offer : 10 cents donated to consumers’ selected school on each purchase
Impact
- $400M raised for 90,000 schools between 1996 and 2011
- 51% program participants stay more loyal than others
- 27% said that program influenced them to switch brand
- Greater support from retailers in terms of shelf space

Objective : Increase sale
Target : Grocery shoppers
Offers : Meals donated in response to numerous purchase, online, and other activities
Impact
- 21M meals for feeding America’s national network of food banks
- Healthy sales and brand equity growth for Kraft Foods, North America’s largest food manufacturer
- Organic revenue gain more than 4% in Q4, 2010
- Awareness of craft as a company combating hunger increased 55% from December 2009 to December 2010
- For many online aspects of the program, Kraft enables consumers to input their zip codes to direct donations to their local food banks – this was well appreciated

Objective : Providing shoes to children in need (Increase sale)
Target : Shoppers of TOMS Shoes
Offers : A pair of shoes is given to a child in need
Impact
- In just 4 years TOMS Shoes started selling more than million pairs of shoes.
- Key to its success was core cause related marketing offer
- Advertising support through various media

Objective : Increase sale by supporting the cause customers care about
Target : Car buyers
Offer : $250 divided by among participating charities according to qualifying buyer’s preferences
Impact
- Between 2008 and 2010, ‘share the love’ raised almost $15M for charity and boosted SUBARU’s sales significantly
- Subaru owners love to give back and customers encouraged Subaru to create this event
- Sales increased 16.3% during the event compared with 5.3% for the industry
- 35% of first time buyers reported that their perception of the brand was more positive as a result of the event. It was more efficient then traditional incentives
- Media coverage. Subaru also leveraged Facebook to engage customers in selecting in one of the participating charities. SUBARU’s Facebook community doubled from 79,796 likes to 181,164 likes