Partnerships with charities and good causes are more likely to persuade consumers to buy a brand than links with sport, music, TV/entertainment, film, gaming and the arts according to new global research conducted for Ogilvy Action.
While brands may be clamouring to sign Kate Moss or the latest singing sensation to their brand, they would be better off promoting their green credentials or linking up with the NSPCC, according to the survey, which interviewed 10,000 consumers across ten global markets including the UK.
Respondents were quizzed on their lifestyle and product preferences to discover the links that they make between brands and categories. One quarter of those surveyed said that a sponsorship or link with a favoured property, such as a charity or celebrity, would influence their buying decisions.
Of the top ten partnerships that would make UK consumers more likely to buy a product or service, eight were CSR issues or charity brands
Top of the list is ‘recycling issues’, which increases likelihood to buy among consumers by 52 per cent. The charity partnership led by U2 lead singer Bono, Red, was next; increasing propensity to buy by 51 per cent. Also in the top 10 were charities Greenpeace, the NSPCC and the Red Cross and issues including poverty relief and animal protection.
The only two properties in the list which were not related to the third sector were the America’s Cup sailing race, in at number eight with 35 per cent, and fashion (32 per cent), at number 10. An association with Kate Moss, meanwhile, only lifts propensity to purchase by 31 per cent.
David Farrow, managing director of Ogilvy Action sports and entertainment, the sponsorship specialist comments: “These are important findings, which should help the right brands team up with the right good causes so they can develop more effective sponsorships for the commercial benefit of all involved.”
Research was conducted for Ogilvy Action, in conjunction with sister companies within the WPP group, including market research specialists Millward Brown who ran the field work and MindShare Performance, MEC Access and Hill & Knowlton.
OgilvyAction is the shopper marketing and activation arm of the Ogilvy network.