OAKLAND, CA: Glad has launched a CSR campaign timed for the holidays to highlight the charitable giving of its customers.
Glad to Give is a platform that can be used to schedule donation pick-ups via Donation Town, a directory of local charities, as well as for users to share their stories and nominate others to do the same.
Nick Higgins, Glad’s marketing director, said the company discovered that people donated to charities using its products through research on customer touch points, as well as on social media.
"We’re kind of a conduit, and we want to shift focus on the everyday heroes and the stories of people giving," Higgins added.
The campaign is also making use of content with celebrities such as Fast & Furious star Tyrese Gibson, celebrity cook Ayesha Curry, and Kid President. Glad "carefully" selected this roster of celebs for their active work in philanthropy to enter the space "authentically," Higgins said.
The campaign kicked off with a video, created by Critical Mass, featuring a young boy and his parents giving to charity. Families and socially conscious millennials are the targets of the push.
Current is handling PR and media outreach for the campaign. Internally, Glad’s marketing and marcomms teams worked with its sales organization to identify customers with whom to partner.
Video content by Curry and Kid President has already debuted, and content from Gibson featuring his work with WE charity is scheduled to go live in December, according to Leigh Lehman, group manager at Current.
"We wanted to have these larger waves to propel the program," Lehman said. "Then we do have ongoing stories with some influencer partnerships through online campaigns they will be sharing between now and the end of the year."
Glad is donating $315,000 to WE Charity in January to "provide meals for people in need," Higgins added.
While the campaign revolves around the holidays, a time of year "synonymous" with giving, Glad has planned for it to be an evergreen program and has budgeted plans for it to extend into June with hopes it will run into the next fiscal year.
"We want people to view our brand not by the products we have but what we stand for and the actions we take," Higgins said. "Hopefully, we become more than just products but stand for something in the hearts and minds of our consumers."