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Noticias

Las mejores campañas de Responsabilidad Social y Marketing Social, 2009

Como todos nuestros lectores saben, este blog se especializa en casos de RSE y Marketing Social, provenientes de todo el mundo. Diariamente ejecutamos un breve análisis de uno de ellos, lo que nos permite, al final de este año, hacer un zumo de lo que consideramos más exitoso y, de este modo, poder elaborar una lista que estamos seguros, será de su interés.

mejores-campanas-rseEn este listado será factible hallar algunas acciones bien involucradas con el triple bottom line, produciendo resultados satisfactorios en los renglones financieros, medioambientales o sociales; otras, que se detacan por su innovación, y algunas más, que han logrado convocar masivamente a la sociedad.

Las 10 acciones de RSE + Marketing Social más destacadas de nuestro blog este año, en estricto orden alfabético, son las siguientes:

Cinépolis, Del Amor nace la vista
Por generar una campaña de salud, profundamente social, alineada a la causa natural de su core business: la vista

Coca-Cola, Viviendo Positivamente
Por ejecutar en una sola acción acción las tres dimensiones de la RSE

Fuji-Xerox, ApeosPort
Por generar una joint venture con el fin de innovar y desarrollar de productos virtuosos

Heineken, Green is the New Black
Por aprovechar sus mismos desperdicios en una campaña ambiental, mediática y rentable

Levi’s, Care Tag
Por desarrollar la 1a etiqueta en pro de la sustentabilidad

MasterCard, Priceless
Por la inserción de aspectos ambientales en su campaña Priceless

MontBlanc, Signature for Good
Por lograr una campaña social en un producto de lujo, atendiendo al core business y en alianza con UNICEF

NFL, A Crucial Catch
Por innovar de forma espectacular y mediática, en un deporte tradicionalmente masculino, con una causa 100% femenina

Purina, Perrotón
Por ejecutar una activación apegada a su core business y atendiendo una causa poco común en la RSE: la protección animal

Starbucks, All You need is Love y Starbucks, I’m in Por lograr la mayor campaña global en Facebook con un fin solidario y… por innovar el voluntariado, impulsando no sólo a sus colaboradores, sino a los mismos consumidores

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Comentarios

  • No comparto la eleccion de la campaña Montblanc como ejemplo de RSE. Claramente Mont Blanc lo que busca es vender un producto con el argumento de venta de la caridad, lo cual es gravisimo. En su sitio web, MontBlanc no especifica la cantidad de productos disponibles y sus precios, dejando la duda de si haran una ganancia extraordinaria con esta campaña. Aclaran que 10% de las ventas de US y UK de estos productos seran donados, un indicion de las reales intenciones. Utilizar causas sociales como argumento de venta no es responsable, sino todo lo contrario. Un caso similar a este es el de Bulgari y sus anillos.

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