Waitrose's Donate Your Voice Campaign Features Vocals from the Public
Laura McQuarrie — November 7, 2014 — Marketing
References: donateyourvoice.waitrose & prexamples
In preparation for its Christmas campaign this year, supermarket chain Waitrose asked the public to 'Donate Your Voice' for a good cause. Specifically, people were asked to check into the Donate Your Voice campaign site and sing along to 'Try' by Dolly Parton.
As a result, the collective voices collected from online submissions will be edited together and released as a charity single. When purchased, 100% of the proceeds from the song will go towards organizations like the Great Ormond Street Children’s Hospital, Age UK and the Trussell Trust. The song will also be featured in Waitrose's Christmas commercial this year, which is definitely something for people to look out for, especially since the holidays are a time for coming together and helping others who may not be as fortunate.
As a result, the collective voices collected from online submissions will be edited together and released as a charity single. When purchased, 100% of the proceeds from the song will go towards organizations like the Great Ormond Street Children’s Hospital, Age UK and the Trussell Trust. The song will also be featured in Waitrose's Christmas commercial this year, which is definitely something for people to look out for, especially since the holidays are a time for coming together and helping others who may not be as fortunate.
Trend Themes
1. Crowdsourcing Charity Songs - Disruptive innovation opportunity: Create platforms that allow the public to contribute their voices for charity singles.
2. Branded Collaborative Campaigns - Disruptive innovation opportunity: Develop partnerships with brands to engage the public in collaborative campaigns for social causes.
3. Music-based Fundraising Initiatives - Disruptive innovation opportunity: Utilize the power of music to raise funds for charitable organizations and create awareness.
Industry Implications
1. Supermarket - Disruptive innovation opportunity: Integrate charitable initiatives into the marketing strategies of supermarket chains to engage their customers.
2. Music Streaming - Disruptive innovation opportunity: Create dedicated platforms for releasing and promoting charity singles, connecting artists, and encouraging public participation.
3. Non-profit - Disruptive innovation opportunity: Explore new ways to raise funds and generate awareness through music-driven campaigns and collaborations.
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