Do you believe that this campaign was a genuine attempt at benefiting society and those less fortunate, or do you feel as though it is more of an emotional marketing ploy to aid the business?
Corporate social responsibility (CSR) refers to an organization’s efforts to contribute to sustainable development, including the health and the welfare of society. Coca-Cola’s “Hello Happiness” campaign is one example of an effective CSR initiative that benefited society and the business as well, an ideal result. Do you believe that this campaign was a genuine attempt at benefiting society and those less fortunate, or do you feel as though it is more of an emotional marketing ploy to aid the business? Provide another example of an international CSR campaign. Was it successful or unsuccessful? Why or why not?
Coca-Cola “Hello Happiness” = https://www.youtube.com/watch?v=DMMjhtUl3Jk&t=90s
Here’s my stance: I think the Coca-Cola campaign is a great idea from a marketing perspective, but if the company’s ethical values and actions speak differently, it’s a wasted effort. Does Coca-Cola violate any basic human rights or have a history of negative work behavior (child labor, bad working conditions, etc.)? If so, this campaign is worthless.
My example campaign to highlight: Costco
Costco has achieved incredible levels of success while maintaining a positive record of ethics, job satisfaction, and integrity. See if there’s any campaigns they’ve pushed on social media or online that may relate to this.