The Elizabeth Arden 'Pin It to Give It' Campaign is Charitable
Sarah Moore — June 28, 2012 — Social Good
The benevolent capabilities of social media are being promoted through the Elizabeth Arden 'Pin It to Give It' campaign that donates a cosmetic item to a deserving candidate for every repin containing #PinItToGiveIt in the caption.
Cosmetic giant Elizabeth Arden has paired up with a long-time partner Look Good Feel Better, a company that helps female cancer patients feel more beautiful during chemotherapy treatment, to donate up to 10,000 eyeliner products for each repin from their Pinterest page.
Rather than playing off of the usual 'Pin It to Win It' promotions that major brands take part in, the makeup company decided to instead use the social media site to make a difference in women's lives.
Cosmetic giant Elizabeth Arden has paired up with a long-time partner Look Good Feel Better, a company that helps female cancer patients feel more beautiful during chemotherapy treatment, to donate up to 10,000 eyeliner products for each repin from their Pinterest page.
Rather than playing off of the usual 'Pin It to Win It' promotions that major brands take part in, the makeup company decided to instead use the social media site to make a difference in women's lives.
Trend Themes
1. Social Media Philanthropy - The use of social media platforms to promote and engage in charitable giving.
2. Cause-related Marketing - Collaborations between brands and nonprofit organizations to support a cause and drive social impact.
3. Purpose-driven Campaigns - Marketing campaigns that align with a brand's values and contribute to social good.
Industry Implications
1. Cosmetics - Opportunities for cosmetics brands to integrate philanthropy into their marketing strategies.
2. Nonprofit - Nonprofit organizations can leverage social media platforms for fundraising and awareness.
3. Social Media - Social media platforms can enhance their functionality by providing features for charitable giving and promoting causes.
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