Integrating slacktivism with brand identity through web-based “conservation” campaigns

Background: Recently, toacco manufacturers used interactive, multi-layered conservation campaigns which included activities to enhance their tobacco brand identities.

Methods: Qualitative analysis of archived direct mail marketing materials, recordings of tobacco brand videos, and brand website screenshots.

Results: One web campaign combined an online sweepstakes with videos featuring different Western themed conservation projects, a series of eco-tips, and a reusable drinking bottle giveaway. While a small number of web-users won the opportunity to participate in actual conservation activities (such as building an aviary for wild birds), most users participated remotely, watching videos and clicking a map in order to have the tobacco manufacturer donate $5 to a conservation agency. This is similar to previously documented direct mail campaign featuring birthday and earth-day cards with eco-friendly themes, including a web-campaign where a tobacco manufacturer donated a tree on consumers' behalf.

Discussion: These conservation campaigns served to build brand identity, such as a rugged, independent, and Western image, or a “natural” and “organic” image. Both campaigns supported user perceptions that they were taking part in activism (not using their own funds or efforts) while engaged in a brand building activity. The effect of these one-click actions, sometimes described as “slacktivism,” on conservation efforts are unknown. However, slacktivist activities in these contexts turn these efforts into a marketing tools. Unlike other similar campaigns, they do not serve the function of spreading conservation messages within social networks.