Money & Business

Wednesday Buzz: Cheerios' Buzzy Cause-Marketing Strategy

By / Mar 15, 2017

General Mills generates buzz on bees with a new campaign that associations can take pointers from. Also: In honor of American Associations Day, check out a fascinating infographic on the power of associations.

General Mills’ Cheerios brand is taking a cue from the advocacy world by launching a buzzy campaign to raise awareness and combat the declining bee population, reports Marketing Dive.

Nonprofits should take note of the company’s three-pronged marketing strategy, which includes a social media component, a branding change, and an engaging way to get consumers directly involved.

On social media, they’re employing a #BringBackTheBees hashtag to help spread their message. And for a visual punch, Cheerios is removing Buzz, its famous bee character, from Honey Nut Cheerios packaging.

“Buzz is missing because there’s something serious going on with the world’s bees,” says Cheerios’ site. “Bee populations everywhere have been declining at an alarming rate, and that includes honeybees like Buzz.”

In a related move, Cheerios partnered with Veseys Seeds to give away 100 million wildflower seeds for consumers to create “a bee-friendly habitat in your yard.”

Head over to Marketing Dive for more insight into General Mills’ marketing strategy.

Celebrate Associations

Today is American Associations Day! The annual event, a hallmark of ASAE’s Power of A campaign, brings association execs together to visit Capitol Hill with a message about the may ways that America’s 67,000 associations make our country smarter, stronger, and safer.

To mark the day, MemberClicks shared an infographic highlighting key data points from the campaign. Did you know that about 63 million people volunteer through membership organizations? That adds up to around 7.7 billion hours of volunteer work in a year.

For more on the impact associations make on the U.S. economy and society, check out ASAE’s “Power of Associations” report.

Stop biting your tongue. Harvard Business Review shares tips on raising difficult or sensitive issues during virtual meetings.

Are you leading or just managing? Forbes describes the different leadership styles.

What makes members join your association? Spark Consulting offers guidance on refining your Member Value Proposition.

Raegan Johnson

Raegan Johnson is a contributor to Associations Now. More »

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