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“We’re Stronger Together”: A Co-Creational Approach to Cause- Related Marketing

Nass, Sophia LU (2015) SKPM08 20151
Department of Strategic Communication
Abstract
Avoiding consumer skepticism of corporate social responsibility
programs has become an important factor in CSR communication.
Literature points towards a need for a more consumer-focused, symmetrical
approach to CSR communication, especially in the case of cause-related
marketing. The Estee Lauder 2014 Breast Cancer Awareness Campaign
uses a co-creational approach to CSR, centered on user-generated content
and creating a consumer community. This dissertation investigates the
effects of a co-creational CSR approach upon media coverage of the
campaign through qualitative content analysis of press materials and media
reports. Results show that co-creational themes in the press materials were
often reflected in media coverage. Ideas... (More)
Avoiding consumer skepticism of corporate social responsibility
programs has become an important factor in CSR communication.
Literature points towards a need for a more consumer-focused, symmetrical
approach to CSR communication, especially in the case of cause-related
marketing. The Estee Lauder 2014 Breast Cancer Awareness Campaign
uses a co-creational approach to CSR, centered on user-generated content
and creating a consumer community. This dissertation investigates the
effects of a co-creational CSR approach upon media coverage of the
campaign through qualitative content analysis of press materials and media
reports. Results show that co-creational themes in the press materials were
often reflected in media coverage. Ideas of dialogue, transparency and
access were central to the press materials, and used to create the perception
of a CSR campaign that is values-driven, authentic and consumer focused.
The media documents presented a similar narrative of the campaign.
However, aspects of co-creation emphasized in the press documents were
not always reflected within the media documents. Ideas of transparency and
access were implicitly reflected, though the co-creational aspects of the
campaign were not always mentioned in the media documents. Analysis
shows that the BCA campaign’s co-creational approach garnered positive
media coverage, though not always due to co-creational themes. (Less)
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author
Nass, Sophia LU
supervisor
organization
course
SKPM08 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Co-creation, CSR, CRM, Breast Cancer Awareness, Estee Lauder
language
English
id
5465042
date added to LUP
2015-08-24 15:13:34
date last changed
2015-08-24 15:13:34
@misc{5465042,
  abstract     = {Avoiding consumer skepticism of corporate social responsibility
programs has become an important factor in CSR communication.
Literature points towards a need for a more consumer-focused, symmetrical
approach to CSR communication, especially in the case of cause-related
marketing. The Estee Lauder 2014 Breast Cancer Awareness Campaign
uses a co-creational approach to CSR, centered on user-generated content
and creating a consumer community. This dissertation investigates the
effects of a co-creational CSR approach upon media coverage of the
campaign through qualitative content analysis of press materials and media
reports. Results show that co-creational themes in the press materials were
often reflected in media coverage. Ideas of dialogue, transparency and
access were central to the press materials, and used to create the perception
of a CSR campaign that is values-driven, authentic and consumer focused.
The media documents presented a similar narrative of the campaign.
However, aspects of co-creation emphasized in the press documents were
not always reflected within the media documents. Ideas of transparency and
access were implicitly reflected, though the co-creational aspects of the
campaign were not always mentioned in the media documents. Analysis
shows that the BCA campaign’s co-creational approach garnered positive
media coverage, though not always due to co-creational themes.},
  author       = {Nass, Sophia},
  keyword      = {Co-creation,CSR,CRM,Breast Cancer Awareness,Estee Lauder},
  language     = {eng},
  note         = {Student Paper},
  title        = {“We’re Stronger Together”: A Co-Creational Approach to Cause- Related Marketing},
  year         = {2015},
}