Enlightened self-interest
By Molly FlattGreat post from AdAge on why Unilever CMO Simon Clift thinks word of mouth is so important. Talking about their Lifebuoy programme, which helps cut deaths from diarrheal diseases in developing markets by spreading the word through mobile technology, Clift uses a phrase that particularly resonates:
“It’s a sort of enlightened self-interest. It’s not about philanthropy. It’s a marketing program with social benefits”
Enlightened self-interest is a great description for why people are interested in engaging with brands and spreading advocacy: nowadays we see the two concepts as complimentary, not contradictory.
As cynical, fiercely independent and sophisticated sellers of ourselves as our own microbrands through social media, we are only going to bother engaging with brand projects that are highly relevant to us, that help us to network with other like-minded or helpful individuals and raise our status amongst our peers. But when that activity also helps our community, by providing exclusive information, recommendations and warnings, or facilitating events and collaborations that give something back, it makes us feel good about ourselves, too.
Both motivations are integral to our sense of self, and brands that appeal to them will generate relationships with their consumers which give, and create, genuine value.
Shoemakers TOMS, whose ‘one for one’ programme gives a pair of shoes to a child in need for every pair purchased, has done this brilliantly. It’s burgeoning reputation (and sales) has been driven by word of mouth, as it powerfully and creatively builds both offline advocates and social media communities based around fun, fashion and highly visible philanthropic activity. Watch the below armed with a hanky.
