A recent study showed that 84% of millennials rely on the opinions of others before making a purchase. That’s just one in dozens of reports that underscore the importance of good online reviews.
Studies also tells us that cause-related shopping is on the rise. When quality and price are equal, 53% of shoppers said a a social purpose would sway them toward one company over another.
Sears has brilliantly combined these two concepts in their new advertising campaign. They call it the “Love/Hate: Share Your Thoughts, Send Some Love” project.
How it works is simple. A consumer posts a review (good or bad) about a product on the Sears website. Then they get to vote for one of the charities on a short list. Every other week, Sears donates money and eliminates the charity with the least number of votes. The charity left standing at the end of the campaign will receive $100,000.