CSR for CRM
In developing countries, more than 165,000 children are born with clefts and most of them cannot afford the corrective surgery.
However, Smile Train formed partnerships with 1,200 hospitals in 76 countries to create surgeries.
Last year alone, Smile Train treated and cured approximately 122,000 people with cleft palates.
Quite a few luxury marketers are using special products to align with charities.
For example, Swiss watchmaker Hublot teamed up with Miami Heat basketball players Dwayne Wade and Udonis Haslem for the King Power Miami Heat Chronograph that benefits a charity to support at-risk families and education efforts in South Florida (
see story).
In addition, Montblanc launched its first regionally-focused corporate social responsibility project with the Texas Children’s Cancer Center and has created two special-edition bracelets to benefit the cause.
Through the partnership, Montblanc will help fund patient care, research and education to enhance the health and well-being of children with cancer (
see story).
"The more obvious benefit point is generating positive public relations and increasing sales," Ms. Albert said. "However, I would argue that it runs deeper and can greatly affect the brand’s internal reputation.
"Cause marketing can increase employee morale, especially when participating in locally focused initiatives," she said. "It also allows them to work towards a common goal and acts as an excellent team-building exercise.
"Happier employees equal happier customers."
Final Take
Rachel Lamb, associate reporter on Luxury Daily, New York
Christian Dior's Secret Garden – Versailles – French apparel label Christian Dior is introducing products from its fall/winter 2012 collection with a new video called “Secret Garden – Versailles” that highlights the brand lifestyle and image.
The 60-second video debuted on Dior’s digital media.
The video opens with model Daria Strokous standing along a mirrored wall. She swiftly moves around the seemingly empty Versailles before she is joined by fellow models Melissa Stasiuk and Xiao Wen Ju.
The three women are shown walking briskly around Versailles and around its properties in different outfits from the fall collection.
The video finishes with the three women in the garden surrounding a garden of flowers in the shape of the initials “CD.”
It is interesting that the video takes place in Versailles, a palace that has been a signature part of the Dior brand.
Dolce & Gabbana's Italiana – Dolce & Gabbana is appealing to its consumers’ love for vintage fashion in a silent short film that presents the Italian fashion label’s new eyewear collection.
The spring/summer 2012 Matt Silk Collection is shown in a 90-second Italian comedy depicting two women arguing over which sunglasses to wear while driving a classic convertible.
The women decide to switch sunglasses. This goes back and forth until the mother figure decides to take her daughter’s sunglasses away completely.
Bickering ensues while the daughter is driving on a mountainside highway. By the end of the film, both women have their sunglasses back and are no longer fighting.
The video fades as the driver places her head on the passenger’s shoulder.
The label styled the video after an idealistic era that it might hope to translate into this eyewear line to strengthen its brand image.
