The document discusses the concept of purpose-driven marketing as a strategic approach for brands to find renewed meaning and relevance during times of crisis, particularly in response to the COVID-19 pandemic. It outlines a framework for implementing this strategy, which includes reflecting on core values, scaling impact through innovative channels, and executing campaigns that resonate with consumers. Various case studies highlight how different brands have successfully adapted their messaging and initiatives to align with societal needs and inspire positive change.

1. Because.
Because. | 8 JUNE 2020 © TAG8

2. Because.
“Why” is not enough.
How to find new meaning
and purpose for your brand
in the new normal.

3. The world has not been this turbulent and this uncertain in a century.
This is a challenging time but for those with the agility and ability to
refocus their energy appropriately, this can be a time of tremendous
opportunity, growth and renewed relevance.
This is the time for purpose driven marketing.
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4. What is purpose
driven marketing?
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5. Purpose driven marketing focuses on action, positivity and impact.
It’s about aligning your brand with something that truly matters to people
and giving them the tools and the inspiration to carry your message
further.
The world is crying out for change, we want to help you answer.
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6. How does it work?
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7. We utilise a simple framework that
we call R.S.E.
Reflect
We workshop your brand’s core value, both intrinsic and extrinsic and then consult with the network
we’ve built over decades to see where we can plug in, in an exciting, innovative, share-worthy way.
Scale
We, together with the brightest creative minds we have access to, scale the purpose of your brand,
across social media, PR, traditional and new media, and find ways to make what you do worth talking about.
Execute
We partner with your existing agencies or recommend our own bespoke team to fit your organisation and processes,
set KPIs and align completely with your executive to ensure the work is done to your satisfaction, on time and efficiently.
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8. Why? Because.
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9. It is not enough to have
a Why at the center
of your brand anymore.
You need a Because.

10. Becauseof the coronavirus
pandemic
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11. Becauseof the need for
feeding malnourished
people globally.
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12. Because of the pressing
need for structural
race based reform
in the United
states.
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13. Because of the unprecedented
challenges created by
climate change.
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14. Becauseof the digital divide
in Africa.
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15. A worthwhile Because inspires
both your customers and your
employees.
A good Because guides you in
times of crisis.
Because.

16. Positivity spreads.
People want to be a part of a
change and we want you to be
leading it.
Because.

17. Because
of the
coronavirus
pandemic
Wewill
bring people
together as
they stay
safely apart
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18. How brands are addressing the coronavirus
Many brands are no strangers to crisis management, but the global scale and
continued uncertainty around COVID-19 is a first for us all. Whatever crisis response
guidebooks that may have existed weeks ago now seem to be from another era, and
even the most nimble advertisers — accustomed to evolving their strategies and
adapting ad creatives in real-time — are asking,
“How do we meet this unprecedented moment?”
While the answer to that question will be different for every brand, many have
responded with meaningful approaches to give audiences a reason to believe that
we’ll get through this crisis and move forward together. Here are a few impactful ways
advertisers are showing up during the coronavirus pandemic in recent weeks.
Because.

19. https://www.youtube.com/watch?time_continue=30&v=zg0Hei0cjl0&feature=emb_logo
By bringing people
together as they stay
safely apart
While being homebound causes stress and isolation for so many, Ikea
Spain saw an opportunity to shift perspective around shelter-in-place
orders by welcoming their Spanish- and English-speaking audiences
back into their own homes. By doing so, Ikea sought to remind people
of the stable worlds they had already created — playing with kids,
dancing, making music, or simply relaxing with loved ones — as the
world around them shifts.
As Laura Durán, marketing director at IKEA Spain, explained,
“#YoMeQuedoEnCasa (#I’mStayingHome) is a movement that was
born in people’s homes, and it is to those homes that we wanted to
pay this small tribute. We invite everyone to view their home from a
different perspective and make it a place where, during this time, we
can all live new experiences together.”
#I’mStayingHome
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20. Because. Introduction Why What How does it work Because Case Studies Team Contact

21. Walgreens
One of the largest U.S. pharmacies and a trusted leader
in health care, Walgreens adapted their Ask a Pharmacist
series into short, informative videos that answer
customers’ common questions related to COVID-19. The
brand also quickly converted an existing email campaign
creative into a video ad to explain how people can safely
take advantage of online care services and free
prescription delivery. And finally, to help combat the
challenge that many communities face with limited
access to COVID-19 tests, Walgreens instituted drive-thru
testing for first responders.
https://www.youtube.com/watch?time_continue=1&v=zHpelQV4evg&feature=emb_lo
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22. https://www.youtube.com/watch?v=mwQ1metUv2o&feature=emb_logo
Cottonelle
Given the rate at which stores are selling out, one of the
world's largest toilet paper producers, Cottonelle, delivered a
direct message to ease consumers’ concerns and discourage
panic buying. Instead, the brand urged people to, “Stock up
on generosity,” and simultaneously launched a campaign
called #ShareASquare, in partnership with the U.S.-based
charity, United Way.
The brand pledged $1 million and one million rolls of toilet
paper to United Way Worldwide’s COVID-19 Community
Response and Recovery Fund. And for everyone who uses
the hashtag #ShareASquare, the brand will donate an
additional $1 up to $100K. “We believe our consumers have
no shortage of kindness,” said Arist Mastorides, family care
president at Cottonelle’s parent company, Kimberly Clark
North America. “So we trust that they will #ShareASquare to
help us on this mission.
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23. https://www.youtube.com/watch?time_continue=82&v=GWVW5p62sO8&feature=emb_logo
Guinness
While St. Patrick’s Day is normally a tentpole moment for Guinness,
the brand recognized the day would need to be different this year in
support of the bar closures and restrictions on social gatherings in
Ireland and worldwide. Still, Guinness knew adults around the world
needed a lift, so they responded with a message of resilience and
assurance. By piecing together existing footage in a matter of days,
Guinness shared that their own brand had endured the test of time
by “sticking together.”
With that in mind, they encouraged people to celebrate the spirit of
the holiday by lifting one another just as they would a glass. “As a 260
year-old brand that has survived two World Wars, the Great Famine,
and so much more, we felt compelled to share a message of
resilience to reassure consumers that we will all march again if we
stand together,” explained Joey Converse, a senior brand manager at
Guinness. To show their solidarity, the company committed $1 million
to the Guinness Gives Back Fund, supporting their extended
community and hospitality workers.
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24. https://www.youtube.com/watch?v=sCAkKI2dwhs&feature=emb_logo
Ford
As a brand that has been around for more than a
century, Ford has weathered its share of tough times. To
acknowledge the gravity of the current moment, the
company pivoted their ads to explain how they have met
global-scale crises in the past — for example, by building
military equipment during World War II — and to convey
their commitment to fighting COVID-19 by
manufacturing medical equipment in short supply. The
new ads, “Built to Lend a Hand” and “Built for Right
Now,” lean into the company’s century-long
commitment to their consumers and mission.
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25. Manifesto
We are agents of change.
We are a North Star for purpose.
We are marketers with heart.
We are braced for a new,
conscious world.
We are TAG8
Because.

26. Andrew Franks
Building brands with knowledge, insights & purpose.
Andrew’s career as a Creative Director brings over 25 years marketing
and media experience. He began his career at Ogilvy and has since
worked for some of South Africa’s best advertising agencies, developing
award-winning campaigns along the way. He has worked on an
extensive range of brands across the globe, from the UK to Africa.
He has spent the last decade helping leading organisations and brands
to innovate faster and smarter. Whether via brand-led innovation, design
thinking, strategy or creative content, he builds meaningful and
sustainable brands for the future.
“I believe in the infinite
potential of humanity
and our ability to create
a sustainable future that
better serves the world
and its people.”
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27. Iain S. Thomas
If you google Iain, in the "people also search for "block it suggests
Charles Bukowski, Pablo Neruda and Rumi. His work has been
quoted by Stephen Spielberg and read to the British Royal
Family in speeches, referenced by Arianna Huffington in her
books and at graduation speeches, tattooed on people all over
the world and engraved in monuments in South Africa.
Iain has won awards all over the globe, sold hundreds of
thousands of books and currently works with a select group of
clients.
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I Wrote This For You.
Every
Word
You
Cannot
Say

28. Ali Hine
With no qualms about it – and in fact, great enthusiasm – Ali feels at
home working with a variety of brands, and switching up her many
hats to solve their unique challenges. She aims for ideas that spark
collaboration and excitement, while furiously ticking off each project’s
task list as the process unfolds. Ali comes alive when working
alongside our clients to build their brand vision, and partnering with
them to produce work that delivers results. And as for the future?
Well, Ali sees nothing but possibilities.
“I wanted to start a company
with a vision to change the world”
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29. Melissa May
Melissa meets delight at every single point in the creative
process. While crafting everything from brand guidelines and
packaging to motion graphics and cutting-edge UX, she finds
herself in awe of the way that a project is shaped by the mix of
unique minds involved. Looking at the future, Melissa is excited
about embracing new technologies to amplify the power of
creativity as we know it.
MEET MELISSA
MAY
Multimedia Designer
“I love that I am able to help realise
people’s dreams through design”
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30. Sasha Dunn
“The culture of innovation and
forward thinking really excites me.”
Sasha knows, without a doubt, that she’s doing exactly what
she’s meant to do. She works hard to remain tuned into the
inspiration that pulses all around her, and loves the
unpredictable nature of the creative process – the feeling of
finally cracking a concept, and allowing the design to flow from
there. Sasha believes that in our industry, no two days are
identical, and that with every change (big or small), there is
something new to learn.
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31. We are looking for new challenges,
new partners and opportunities
to make a positive impact in our world.
If you’re looking for marketing partners
to achieve your goals and drive purpose
-driven growth, we’d love to hear from you.
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32. Thank you.
Because.
Andrew Franks & Iain S. Thomas
© TAG8 CONTACT: ANDREW@TAG8.CO.ZA | 2 GORDON ST | CRAFT + GRAFT| GARDENS | CAPE TOWN | 021 201 7259 | TAG8.CO.ZA