Dawn has been doing a campaign “Everyday Wildlife Champions." Dawn used diverse channels to boost the campaign, which donates $1 to two wildlife charities-the Marine mammal Center and the International Bird Rescue Research Center-as consumers type donation codes on the bottom of Dawn bottle. This campaign is designed to collect up to $500,000 by 31 Dec 2009.
The interesting feature of the campaign is Facebook. There are 16,972 fans in Facebook page, “Everyday Wildlife Chanpions.” People seem to love what Dawn is helping with marine mammals and birds. The Facebook page informs how two organizations are supporting mammals and birds and their information to encourage people to stand for their campaign. Actually, it works; so far they have collected $210,425 donations and people wrote great things about this campaign on the Facebook page. In addition, those of fans whom shared Dawn-branded Flair buttons and send them to their Facebook friends were mostly females ages 18 to 49 which is the Dawn’s target ages.
This campaign shows how the social network brings people to the website for donation and creates great atmosphere about the company and product which increases sales revenues. It seems a successful marketing, but there was a negative comment about P&G on the page saying, “but to my understanding Dawn products are in association with Procter and Gamble which as much to my knowledge tests on animals or at least has failed to state that they don’t test on animals.” This kind of a comment could damage the campaign and make antis. Moreover, people will no longer trust any campaign ran by corporations.
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