This campaign garnered over 1 billion media impressions of Marketing in its first eight months alone, showcasing a new, under-utilized approach to brand strategy. Traditional marketing often prioritizes awareness above all, leading brands to overt self-promotion and sensational tactics. However, consumers increasingly perceive such efforts as self-centered, turning them off. In fact, surveys by PR giant Edelman reveal that only 63% of consumers trust brands to do what is right, while 59% would pay more for brands that contribute positively to the world.
This presents a challenge for brands: they must draw attention to themselves while appearing selfless. Research into over 150 award-winning campaigns from the Cannes Lions between 2018 and 2023 reveals that successful campaigns often follow a hero’s arc, demonstrating three common traits:
1. Hero Brands Serve as Guardians
Like fictional heroes who protect people from harm, hero brands defend those facing disadvantages or injustices. For example, Carrefour, a European supermarket chain, opened 400 “Black Supermarket” stores across France to sell fruit and vegetable varieties previously banned by an archaic law. This initiative not only benefited consumers but also resulted in 377 million media impressions, propelling Carrefour to the most preferred supermarket in Europe.
2. Hero Brands are Selfless
True heroes prioritize others’ needs over their own. For instance, Sellitonline, an Australian shopping website, faced backlash when it offered to donate generators to Tasmanian areas affected by forest fires but required Facebook likes to do so. This was perceived as profiting from others’ suffering, leading to negative consumer sentiment. On the contrary, Domino’s “Paving for Pizza” campaign, while humorous, demonstrated a commitment to improving everyday lives, winning consumer goodwill.
3. Hero Brands are Mentors and Role Models
Brands can act as mentors by educating their audiences on social issues. For example, lingerie brand K-Lynn changed typical model poses in its catalog to demonstrate breast self-exams. This creative approach raised local mammogram appointments by 43% and increased sales by 23%. Similarly, Corona beer organized global “plastic fishing” tournaments to address ocean pollution, removing over 200 tons of plastic and dramatically improving brand sentiment.
Creating a Hero Campaign
To design successful hero campaigns, brands should follow a framework that includes four essential conditions:
Severity
Identify a severe societal problem that resonates with people. For instance, Pepsi’s 2017 campaign, which trivialized serious social issues, faced immediate backlash. In contrast, Finish raised awareness about impending water shortages in the U.S. and earned 479 million organic media impressions.
Effort
Hero brands must demonstrate genuine dedication to their causes. Bud Light faced criticism for failing to support a transgender influencer adequately. Consistent and sincere efforts are crucial; brands like H&M and Primark faced backlash for contradicting their stated intentions.
Affinity
Create campaigns with high affinity by making them relevant to the target audience. For instance, Mark Zuckerberg’s attempt to highlight aid relief in Puerto Rico fell flat due to perceived insensitivity. However, campaigns like Grupo Estratégico’s initiative to distribute morning-after pills in Honduras successfully drew attention by documenting the personal experiences of women.
Reach
To succeed, hero campaigns need sufficient reach. Aligning campaigns with current public issues can amplify awareness. For example, Guaraná highlighted gender inequality in sports during the Tokyo Olympics, generating over 180 million organic media impressions.
The line between corporate social responsibility (CSR) and Marketing branding is increasingly blurred. Brands possess resources and influence that often surpass those of activist groups and governments. However, this power comes with the responsibility to act genuinely for the betterment of society.
In this journey, Marketing brands should ask, “How can I contribute meaningfully to society?” By aligning their actions with societal betterment, brands can transcend traditional marketing paradigms and become cherished members of the communities they serve. The essence of hero branding lies in this authentic commitment to making a positive impact on the world.
