This post is the last of a series that examines the effects of a recent charity campaign by Yoplait on their overall brand. You can read the rest of the series here, and here. And here too.

The Scenario

Let’s say I’m a rep from Yoplait. I’ve read all the stuff I wrote in this series and I realize that although the campaign is going okay, it could be going better. In fact, maybe I’m the Vice President of Marketing at Dannon, and I’m wondering how I could turn this into a slam dunk and get a bonus or a raise.

So I start combing the internet for reactions.

I run into this blog and ask the writer their opinion, to see if I want to pay them to consult with us on branding and marketing.

Here’s the response I would get, if I were that person.

The Plan

First, I have to say that in this series of article, I downplayed how happy I was to hear that Dannon was doing this. I summarized what could have been a 1000 word response into two words “super win”. More companies should display this kind of awareness.

However, I also have to say again that from a branding and marketing perspective, it’s barely average. It’s not exactly negative, it won’t stop me from buying things from Dannon, especially Yoplait.

Honestly you’d have to tell me I was eating pureed pork to get me to stop buying yogurt in general, and there’s only one other brand of yogurt that I like, Activia, and you make that too.

Though sometimes we’ll get the generic from the store because Dannon doesn’t have one of those jumbo sizes my sister gets when trying to save money on our grocery bill, at least not at our supermarket. What’s up with that?

Having said that, I do feel some distance from Dannon and Yoplait, in light of the fact that the effort to prevent breast cancer doens’t have respect for my busy life. I’m scheduling my trips to the bathroom and you’re telling me to go to the post office with my lids.

On the one hand, yes, I would feel an incredible amount of guilt with the thought that more lives could have been saved if I could get up off my butt and go to the post office in the few hours a week of downtime I have.

On the other, you’re going to make a minimum donation even if I don’t eat your yogurt. Which takes me back from a slightly negative perception of you to slightly more positive than neutral. Still, I’d have liked to be included.

To achieve that, here are some things I’d love to see.

1- A blogger campaign.

Just link to bloggers who write about you and put the graphic of the lid on their blogs. I’d go after the Work at Home Parents first, then the Mommy bloggers in general, and hope that it spread to the blogosphere at large naturally and virally. Parents give Danimals to their kids, and Moms eat yogurt to stay in shape and still be full. So you’d be hitting two markets at once.

Worked for Flor.
2 – How about adding the option to email lids in, under certain restrictions.

You could impose a limit of one lid per person emailing per day until the deadline? You’d get more lids in, more participation, and you could respond with a request to put them on your mailing list, or “become part of the Save Lids Save Lives street team”, where you build an online community to fight breast cancer together.

Even better? Let us send the pictures directly from our cell phones to a special number. We’re not always near our computers and not all of us know how to work our cell’s email function. But almost all of us can and do, text. Even those of us who hate computers send quick messages to spouses to remember the milk, or to our kids to tell them where we’re waiting to pick them up.

3- Make a widget or iPod app (or both) that makes it real to people how they’ve helped. “X person sent in x lids. Because of them, x amount will be donated to this local charity.” You could then link it to a Yoplait Save Lids community, where they can then link out to their blogs or Facebook or Twitter profiles. So there’s incentive for them to connect there, and the ability for them to continue that connection elsewhere.

Which is really three ideas. But I consider this a part of my service for the cause of breast cancer.

4 – Pump up the mention of the charity. Until I went to the site, I had no idea that you donated to a local chapter of a charity when I put the lids in the mail. So it affects breast cancer awareness/treatment directly, in MY community. That’s huge. Blow your own horn! Louder!

5- Make the link on the Yogurt case bigger, much bigger.

I eat Yoplait or Activia about once a week and had no idea that you had a website. There’s a blank space under the fruit that you aren’t using. Put your link and an incentive there, like getting an occasional coupon. That way the link can be timeless, and when something special is going on, you can highlight it in the navigation – we’ll click it due to the “ooo shiny” factor. Promise.

    I have about 20 more suggestions but I’ve been prattling on about this long enough. Feel free to write to me, Yoplait – – and I’ll send you more, but I won’t believe you if you don’t write form a Yoplait or Dannon domain, just so you know. 🙂

    That goes for the rest of you non-Yoplat people, call me to schedule quick consultations at 702.508.TINU. Or you can ask me one question at Ask Tinu.

    You can read more about Yoplait’s Save Lids to Save Lives campaign at their website.


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