Clorox and Chase
How can my brand leverage competitions and philanthropy?
Many brands have had success leveraging competitions and campaigns that are connected to charitable causes. Recently, Clorox did both with its Clorox Clean-Up "Power a Bright Future" grant campaign. This is another example of a brand that does not seem to be an immediate fit for Facebook, yet the company found a way to deliver value to a community there. The key was to empower fans to help direct five grants of $10,000 back into their communities.
Participants in the contest were asked to submit a photo and a short message about the cause they wanted to fund. A panel of influential children's advocates selected finalists based on the impact of the program on kids, the quality of the entry sent in, and the potential for the grant to help the program grow. After that, the public was given a chance to vote on Facebook for the winners. All voting participants received a Clorox Clean-Up coupon as a thank-you for voting.
Chase is currently running a campaign that takes this approach one step further with its Chase Community Giving program. The experience allows users to vote for as many as 20 local charities for the opportunity to get a slice of a $5 million funding pool. In short, Chase is crowd-sourcing the direction of funds to local charities.
One final note about competitions on Facebook: You'll want to steer clear of competitions that require Facebook actions to participate. Facebook rules make it clear that the network doesn't want to be on the hook for anything that could affect the outcome of a competition. For example, sharing something with friends cannot be a requirement to participate in a competition.