I love it even more when they’re serving an amazing cause.
And I love it even morer (yeah, I know, it’s a made up word, we’ll both live) when they bake their marketing around their quirkiness.
If you’ve never heard of Better World Books, they’re a super cool organization. In their words, they “collect and sell books online to fund literacy initiatives worldwide.” They started as a teeny, group of friends and have now built into a sizable worldwide organization.
But that’s not what this post is about.
It’s about how instead of creating a staid, mainstream, stuffy, 501(c) foundation, orgo-babble, beiger-than-beige cause-brand, they’ve embrace their quirky, goofy, offbeat fun side as a way to build a personal, engaging, fun, personality-focused and, yes, still cause-driven brand.
Their Shop From Work Week promo is a great example.
Here’s the copy from the page that describes it:
There’s a serious problem in today’s workplace, people, and it’s costing an estimated 4.7 schmillion man-hours a year*. Symptoms include:
- Staring at the clock
- Re-re-reorganizing your desktop
- Continuously refreshing The Bieb’s Twitter page
- Updating Facebook status to:
“AT WURK! SOOO BORED LOL”
- Actually being happy to get a meeting invite
At Better World Books, we see procrastination and boredom as opportunities. Sure, maybe some of us are gifted with more of these opportunities than others. I’m looking at you, Ted from Accounting. So why not put that time to good use?
Here’s how it works:
- You get to work
- You shop
- You get 3% off 1 book in our sale category, 6% off 2 books …and so on, up to a maximum of 30% off per order!
And kakow! Where you would otherwise have been wasting another day getting a monitor tan in your cube-tropolis, today you’ve not only gotten a sweet deal on some used books, but you’ve also put your support behind our high impact literacy partners.
Just try and name a better use of your work hours! (Besides working, of course.)
Love their playfulness in inventing a week-long holiday devoted to shopping while at work.
But, what I love most is the “Boss Button” they’ve added to the site during the campaign on the top right side of the navigation bar.
Hit it if your boss walks in while your shopping and your shopping page gets covered over by a dummy-page with all sorts of meaningless corporate jargon and a fake pie-chart.
Obviously, it’s all tongue in cheek, but it’s a great example of building a successful brand in a really competitive space that’s capable of supporting a great mission without selling out who you are in an effort to “fit in” with how cause-driven companies are supposed to act, look and feel.
Now, go buy some books and play with the Boss Button already!
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