Case Study of Luna Bar: Tips that Show "You Care"

Consumers are smart, conscious and empathetic. When market shelves are cluttered with products serving similar purposes, they look for brands that show care, that impart confidence, and that have built those added value into their image and corporate culture. Marketers are talking louder and louder about "responsible corporate citizenship", "cause branding", and "philanthropy", but the point is - how to achieve consumers' trust, how to dispel their cynicism that you are just pushing and thrusting your "goodwill" messages into their suspicious minds?

You need to start by believing in the great social impact you are going to create. You need to see through the lens of your consumers (what exactly do they care?) And you need to build the momentum using their connected power. You need to listen, engage, and trust them. You need to say - TOGETHER WE will make a difference.

I am compelled to share the above thoughts after reviewing the Pure Prevention campaign sponsored by Luna Bar and the Breast Cancer Fund. My original purpose for this post was writing about the alignment between cause and brand, but after browsing Luna Bar's Web sites it stuck me that the best practices are really not about isolated causes - but about living and breathing in what the brand stands for and believes in.

So what are the good tips and lessons we get from this case? Here's what I think:

• Start from the brand's consumers' perspective. What do consumers care about? What are their problems and concerns? What are the causes that resonate with them? What causes can enhance their participation and engagement? REMEMBER it is not your cause but YOUR & YOUR CONSUMERS'.

What does Luna do: align the nutrition bar specially made for women with breast cancer - the chronicle health issue plaguing women. It is a perfect match because consumers will care.

• Taking the products to the next level. What are the added value of the products or services? Can they inspire, comfort, declutter, or encourage? Consumers are looking for something more with similar price range.

What does Luna do: "Food for Thought" - Luna images its nutrition bar as the kind of food that "feeds our souls, life our spirits, nourishes and sustains us."

• Bring your consumers together and help them support each other. What are the consumers' shared concern? Can they inspire each other? What are the ways that help them support each other and spread your messages (forums, clubs, events, festivals, etc.)?

What does Luna do: Consumers can give credit to the person who inspired them by writing notes on Luna's Web site. They are invited to join in LUNAFEST. Teams and mom clubs are available for those who want to reach out. Consumers name it, and Luna fulfills their needs.

• Content is the King. Overviews, Q&As, newsletters, messages from authorities, testimonials, newsrooms, etc. - offer as much as information in an ordered and multimedia fashion - consumers will appreciate your efforts.

What does Luna do: incorporates all the ingredients mentioned above. Uses videos, photos, texts and delivers rich information on the brand, products, health issues.

• Tap into the viral nature of social media. The impact of any cause will be multiplied if consumers and employees are willing to be your ambassadors. The Word-of-mouth marketing has seen its power.

What does Luna do: for the Pure Prevention Campaign, participants are able to send E-cards, badges and banners to friends (The cards are simple but beautiful in my eyes). They can also link to social networking websites such as MySpace, Facebook and YouTube.

• Make the cause actionable. What exactly do you want your consumers do? Do you want them to donate, to participate in an event, or to spread the words? Is it difficult for them to do so? Make it clear and easy to conduct.

What does Luna do: Pure Prevention Campaign proposes three steps: Ask, act, and live. For every one of them there are specific things participants can do to either protect themselves from breast cancer or send the messages or help others.

What are the other things you could think of regarding this case? I'd love to hear your thoughts and vision about building better causes and optimizing brands value. Thanks!