SiteLab presents a cause marketing campaign case study for client Sunkist Growers, the leading international supplier of fresh fruit, and the oldest operating citrus cooperative in America, owned by thousands of citrus growers across California and Arizona. Learn how they used social media to propel their brand and do social good by partnering with retailers across the country to encourage families to raise money for charities close to their hearts.

1. Social Media For Good & Profit
A CAUSE MARKETING CASE STUDY

2. SITELAB INTERACTIVE
Jenn Barber – Social Media Strategist
From startups to large enterprise brands, I consult
SiteLab’s clients to connect them with opportunities
to engage with social media. A few of my client
successes include:
 Growing Facebook likes to over 40,000 in less
than 6 months
@jbarber5000
 Attracting over 680,000 referred visits from
Pinterest alone
 Writing engaging content Retweeted by the
Huffington Post and Self Magazine

3. SUNKIST GROWERS – ABOUT
Did you know Sunkist Growers is a non-profit company?
 The oldest continually operating citrus cooperative in America
 Do not own a single citrus grove
 Cooperative of CA and AZ citrus growers
 Billion dollar / year company (with no stock!)
 Largest marketing cooperative in the world's fruit & vegetable industry
Sunkist in Social Media
 Facebook – 95,570 likes
 Twitter – 8,795 followers
 Pinterest – 253 followers

4. NON-PROFIT COMPANY
goes with cause marketing

5. SUNKIST SOCIAL(IZES) FOR GOOD
Sunkist Growers does a cause marketing campaign annually
 2008 – “Slice & Click” pic of your “Sunkist Smile” (orange wedge in
the mouth) to win prizes. Sunkist donated $50K to Special Olympics.
 2009 – Grew its Facebook presence by matching $1 for every new
Facebook LIKE up to $5,000.
 2010 – “Sharing is Caring” partnership with Jewel-Osco® to donate
$7,500 to a local food bank in IL and promote Cara Cara variety.
 2011 – Partnered with Kennedy Wilson bank to donate $300K to 2011
Japan Relief Fund for Tsunami victims through fan donation matches.
 2012 – Brought back the award-winning, cause marketing “Take a
Stand” campaign.

6. Sunkist
“Take a Stand”
Take a Stand
 Since 2004, 65,000 kids from every US state
and every province in Canada help charities
through the Take A Stand promotion
 Encourages kids to donate their earnings from
“a good old-fashioned lemonade sale.”
 Has raised $3 million for charity by kids since
2004
 Open to kids ages 7-12
 Partners with Retailers to sell lemonade stands
 Gave away 60 lemonade stands through
Facebook
CASE STUDY

7. SO…
how’d they do it?

8. CREATED RELEVANT CONTENT
Recipes and how-to information, optimized

9. MADE IT EASY
Downloadable, professional materials

10. SHARED INSPIRATION
Pictures of participants, past and present

11. PROMOTED EVERYWHERE
#TakeAStand
Use traditional, social, and mobile media

12. PARTNERED WITH RETAILERS
Paired citrus w/other lemonade ingredients

13. HOW TO GET STARTED
first, find a cute kid…

14. HOW-TO START: ASK QUESTIONS
 Is there a charity you strongly support (or that your customers do)?
 What is your budget for development, execution, and promotion?
 How much can you donate? Will you match?
 Is there anyone you can partner with to donate more?
 Who are your influencers? Point-of-sale, bloggers, etc.
 What type of supporting materials or information can you develop?
 Is there a campaign you can recycle?
 How can you get people excited about your charity too? Do you have
a personal story to share?

15. HOW ABOUT
some tips and tricks

16. GIVE FROM THE HEART
Align your campaign with your values.

17. GIVE THEM A TAKEAWAY
Drive your ask home with a simple, powerful
and memorable sentence.

18. LET PEOPLE CHOOSE
Includes a vote or creative user submission.

19. CONTRIBUTE MORE THAN $$$
Contribute education, services, and materials.

20. DON’T FORGET KEY STAKEHOLDERS
Promote to employees, vendors, suppliers,
business partners, industry groups.

21. CREATE BRANDED PRODUCTS
Sales can be directed to partners organizations.

22. FIND OUT WHERE $ GOES
Find out exactly where the $ goes.

23. MEASURE SUCCESS
Metrics
 Number of pledges*
 Funds raised*
 Website traffic
 Click-through rates
 Facebook LIKES /engagement
 YouTube Video Views
 Twitter hashtag usage
Benchmark and measure success!

24. DOs & DON’Ts
 DO be authentic and sincere
 DO write and get approval on social media posts before launching
 DO expect criticism and have a plan to address
 DO be flexible and patient when dealing with non-profits
 DON’T be vague on how much of donations goes to non-profit
 DO stay in cause marketing for the long haul
 DO think local
 DO get people excited about the cause before asking for money
 DON’T be afraid to be honest and apologize if things go wrong
 DO plan communications for when you reach your goal

25. Q&A
it’s your turn