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Charitable Engagement beats commercialised contests?
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Hi community,
I was wondering if anyone got some good insights into how well contests, especially commercialised contests, work in comparison to a social and caring engagement introduced by a brand in regards to retaining existing and getting new followers?
I found some small evidence but I would hope to find actual research into this. My hypothesis and personal experience is that it is like this: Yes, contests can work and you will have some engagement and hopefully a lot of reach but you will mostly attract people interested in winning that expensive TV etc. you are giving away. Afterwards you will lose most of them again since they were not interested in your brand to begin with.
However, a brand that actually shows social actions and a cause it cares about should get a more positive regard? You can still incorporate a contest into this, to get engagement and reach. But showing people that you would rather invest money in a charity than into a commercial product should create a more positive image of your brand.
The evidence I found were some statistics that said, that most people will share a cause they care about, to be involved and in doing so show their environment "who they are". Since most people want to show themselves in a positive light, it would be much more likely that they share a cause or a contest relating to a charitable action. For instance, brand X will donate 1 € for every certain action a user takes. Every user can then name a charity they would like to donate to and in the end everyone can vote for one charity that will receive all donations.
Do you agree/disagree or by any chance have a source that supports/ contradicts my hypothesis?
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January 11, 2019 at 11:19AM