More and more companies are subscribing to the idea that giving back isn’t just the right thing to do – it’s good business, too. Corporate giving rose 10.6 percent in 2010, according to a recent report by the Giving USA Foundation.

Some organizations are taking philanthropy a step further, creating charitable campaigns that emphasize brand attributes and align with their business objectives.

Pepto-Bismol gave $1 to Feeding America for every Facebook fan who "liked" this photo.

While most Pepto-Bismol users are seeking relief from overeating, the brand’s Thanksgiving-themed Facebook campaign invited consumers to help those who don’t have full bellies. For every fan who “liked” a photo of “Modern Family” actor Eric Stonestreet posing with a turkey, the brand donated $1 to Feeding America.

A New York Times article about the effort noted that Pepto-Bismol’s parent company, Procter and Gamble, is no stranger to charitable initiatives capitalizing on product features, such as the Tide “Loads of Hope” and the Duracell “Power Relief” programs.

Meanwhile, the snack company Planters has funded several city park projects that feature elements like peanut-shaped trellises – promoting the iconic brand image while showcasing a commitment to earth-friendliness.

Done well, strategies like these can elevate consumer perceptions – and, of course, benefit deserving causes. Do you know of any other companies that incorporate brand attributes into their social responsibility efforts?

Mary Tindall is a staff writer at Costa DeVault. Pregnancy-induced heartburn is making her seriously consider sipping some Pepto-Bismol.

As most of us know, the Hispanic population is the second largest and fastest growing ethnic group in the United States, currently consisting of 50.5 million people. I read an article in the St. Petersburg Times this summer that discusses how Hispanic Americans originate from many different countries and backgrounds. Although the universal language for this group is Spanish, it doesn’t mean their tastes and cultures are the same – so we shouldn’t take a “one-size-fits-all” approach when targeting them in marketing and public relations efforts. For instance, you wouldn’t necessarily use the same marketing strategies when launching a new product in America as you would in England just because people in both countries speak English.

Here are some examples of how Hispanic countries differ among themselves:

• Culture – Although many people assume Cinco de Mayo is a Hispanic holiday, it’s actually Mexican – not Puerto Rican, Colombian or Venezuelan. Dia de los Muertos is also a Mexican holiday that many other Hispanic countries observe. However, Mexicans celebrate this holiday by visiting cemeteries where their loved ones are buried, while Guatemalans set themselves apart by constructing and flying giant, decorated kites, traditionally believed to guide souls back to life.

• Language – While most people know that the Spanish word for “friend” is “amigo,” the slang term in some areas of South America is “parcero” or “pana,” and in Central America it can be “pasiero” or “vato.”

• Other – Baseball is a popular sport in Cuba and Venezuela, but not in Bolivia and Argentina, where soccer is preferred.

I’m from Brazil, the only Portuguese-speaking country in South America, and while we are often categorized as a part of the “Hispanic” population, we are actually classified as “Latinos” due to our language differences and historical background. So remember: before launching a major marketing or public relations campaign – or even prior to sending out a press release – faça sua pesquisa (do your research).

Are you aware of any other cultural differences among the Hispanic population that you feel PR and marketing professionals should be aware of?

Vanessa is Costa DeVault’s newest PR team member. She’s from Brazil and will be bringing some Latin “flavor” to the table – and our department.

When I “like” a company … I really like a company – which is why, often times, I’m a fan on Facebook and a follower on Twitter. My feeling is that if they take the time to engage on both platforms, I want to support them as much as I can. But when an organization’s Facebook feed is a mirror image of its Twitter – or vice versa – it makes me rethink my social media loyalty. Maybe it’s the social media nerd enthusiast in me … or perhaps it’s just the PR professional. Let me explain.

As professional communicators, we’re taught to “write for the medium.” Tone, style and format change drastically from one context to the next, so the same should be true for social media. You wouldn’t take web copy and just drop it into a client’s letterhead and call it a press release – so how can a tweet double as a Facebook post?

@’s and #’s mean nothing to a non-Twitter savvy Facebook user … and tweets with more than 140 characters that require a click-through to see the rest? No thanks. This is social media 101 – but all the talk about “integration across platforms” has been misunderstood as a shortcut, rather than an opportunity for brand consistency. (And I’m not alone in this notion – a recent study found that Facebook pages that automatically push tweets receive an average of 70% fewer likes and comments.)

Sure, there’s something to be said for a company that, in theory, wants to engage on both platforms, but simply doesn’t have the manpower or time. But for them, I share a quote that’s more ingrained in me than “write for the medium” – and that is “it is better to be master of one thing than mediocre at many things.”

——

Jenni is an account executive at Costa DeVault and lover of all things social media. She’ll like your Facebook page and follow you on Twitter … as long as the content is fresh and different.

When Google unveiled its new platform, Google+, many were quick to point out the reasons why it’s the “next big thing” in social networking. Over the past week, millions of people anxiously awaited invitations to try the new network and all its features. But, not me. Instead, I’m (sort of) longing for the simple days of dial-up Internet and bare-bones AOL.

While I’m often accused of being “stuck in the 90s” regarding my music and movie choices, it’s not a fondness for the bygone era of chat rooms and online zines that fuels my hesitation to join Google+ – it’s that I’m suffering from social media overload. I realize that a fully connected world has several benefits, but I struggle to see the advantages of managing another social network for several reasons:

Facebook does it all. Anytime a new social media platform enters the scene, I picture Mark Zuckerberg sitting at his computer, singing “Anything You Can Do” from Annie Get Your Gun while he plots his next move. Sure enough, when Google+ launched with video conferencing, Zuckerberg announced Facebook will feature Skype video chat. From geotags to status updates to professional information, Facebook has a knack for incorporating other platforms’ functionalities into its 750 million-strong user community. And – as I asked in December – why bother trying to manage several different accounts when you can get everything you need in one place?

Learning a new platform is daunting. Although I’ve logged onto Google+ a couple of times, I quickly retreated after feeling overwhelmed by trying to figure out an entirely new platform. Facebook has evolved over time and we’ve had an opportunity to grow along with it, slowly learning different features and functionalities. And other social media networks – such as Twitter and Foursquare – focus on very specific, streamlined applications that make them fairly easy to navigate. Google+ has a lot to offer, but trying to figure out a new network loaded with bells and whistles takes a lot of time and effort.

Growing a new network is a lot of work. As a Facebook user since early 2005, I have spent several years building my network on the site. I’ve managed to rekindle friendships I thought were long-lost and use the site as my primary means through which to store pictures. True, I’ve recently started to “trim the fat” a bit – removing friends who are merely acquaintances, hiding news feed updates from overzealous posters and tweaking my privacy settings – but I still don’t want to create an entirely new profile and friends list.

Maybe I’m missing the boat and not giving Google+ a fair shot. What do you think? Is Google+ worth a second look or am I right in thinking that the social media world has become way too overwhelming?

Subway’s “Jared” ad campaign

Advertising agencies are known for creativity and “big ideas.” But good ad agencies place just as much emphasis on listening and researching. Effective ad campaigns usually aren’t based on luck or productive brainstorming sessions — there’s a foundation of understanding the company that fosters creative cultivation.

In 1983, when advertising mogul David Ogilvy wrote the book Ogilvy on Advertising, he paid homage to the tedious studying involved before launching successful ad campaigns. He wrote:

“When I got the Rolls-Royce account, I spent three weeks reading about the car and came across a statement that ‘at sixty miles an hour, the loudest noise comes from the electric clock.’ This became the [print advertisement] headline.”

Later, Ogilvy landed the Mercedes account and sent a team to the company’s headquarters for three weeks to tape interviews with the engineers. That launched a campaign of in-depth, factual advertisements, which helped triple Mercedes sales in the U.S.

Along the same line, listening is equally important. In the book Made to Stick, authors Dan and Chip Heath point to the example of how a Subway franchise owner took notice of a loyal customer who ate Subway sandwiches every day and lost a lot of weight. The owner suggested that Subway’s Chicago ad agency look into the idea. Luckily, they listened because the suggestion was the foundation for the hugely successful Jared campaign.

These examples demonstrate that ideas aren’t always born within ad agencies’ walls. It takes rolling up your sleeves, customer and competitive research, and listening to everyone.

So although inspiration is a big part of the idea process, don’t overlook the perspiration involved. Advertising agencies like to hang their hats on creativity — not sweat — but don’t be fooled.

I’m definitely a supporter of attention-grabbing, non-traditional media to increase brand awareness, “butt” when it comes to Kentucky Fried Chicken’s recent ploy of renting “ad space” on women’s derrières to promote its Double Down sandwich, I have to wonder.

According to a recent USA Today article, “women on college campuses are being paid $500 each to hand out coupons while wearing fitted sweatpants with “Double Down” in large letters across their rear ends.”

For certain types of products, this form of marketing might be appropriate, but for fast food? Personally, seeing a logo for food on someone’s backside would not be the way I would increase market share – especially for a deep fried delight weighing in at 540 calories, 32 grams of fat and 1,380 mg of sodium.

KFC is definitely trying to refresh their brand – with grilled chicken last year and the Double Down sandwich this year. However, it doesn’t seem to be working.

Last week, KFC confirmed that more than six in 10 Americans ages 18 to 25 — the chain’s key demographic – couldn’t identify Colonel Sanders, KFC’s animated figurehead. Also, five in 10 believe he is a fictitious icon.

Is 120 years of brand equity being diluted further by this type of campaign?

I have to wonder what Colonel Sanders would have to say about the tactic. What are your thoughts? Double-breaded disaster or “finger lickin’ good” gimmick?

Photo credit: USA Today

Commercials aired during the Super Bowl have long been considered “the best of the best.” Reaching millions of viewers (and costing millions of dollars), these ads are companies’ time to shine – or fail miserably. So what did the Costa DeVault team think of this year’s offering? See our highlights reel below.

I loved HomeAway’s Super Bowl commercial featuring Chevy Chase and Beverly D’Angelo from the National Lampoon’s Vacation franchise because it was nostalgic. My favorite line was when Chase thought that the hotel water he was getting was complimentary. And the hotel clerk responded, “No, sir. It’s complementary water – with an “e.” Meaning it complements the room and isn’t free.” -Doreen

I liked the Denny’s Chickens Across America commercial advertising the free Grand Slam breakfast. Any commercial that’s funny – and genuinely makes me laugh out loud – is considered a win in my book, and Denny’s had me at chicken astronaut trying to scream in space. While you won’t find me waiting in line for my free Grand Slam, I will remember the ad. However, this also begs the question, last year people waited for hours to receive a free Grand Slam breakfast without the Super Bowl ad, or really any advertising at all. Were three runs at upwards of $3 million a pop (estimated cost) really necessary? Or were the ads just meant to increase brand awareness?  -Brooke

Although the screaming chickens for Denny’s commercials made me chuckle, my favorite Super Bowl commercial goes to the Doritos “House Rules” commercial. There was a literal “LOL” moment. Doritos had the second most commercial spots, behind Budweiser so the odds were good. Doritos never disappoints! -Ashley

My favorite Super Bowl commercials are usually from Budweiser and while this year’s Clydesdale vs. a bull race didn’t disappoint, as a dog lover, my vote goes to Doritos. I’m referring to the commercial featuring a guy taunting a dog (wearing a bark collar) to bark for a chip. Who wouldn’t enjoy watching the dog get revenge by removing the collar and putting it on the guy, then stealing the bag of Doritos and barking every few seconds to shock him? So funny! -Kelly

Although the Doritos commercials made me laugh the most, I found the contrast between job search competitors Monster and CareerBuilder interesting. While CareerBuilder reused their usual theme of employees disliking their jobs and wanting a new one (i.e., 2009, 2008, 2007), Monster went a different route with their fiddling beaver commercial. During a time when many are unemployed, I think Monster made the viewers smile, whereas CareerBuilder may not have connected with as many people. Plus, past Super Bowl favorites have shown us that you can never go wrong with animals. –Jenni

My favorite was probably the E*Trade commercial about the girlfriend – especially when Lindsey comes on the screen at the end and says, “Milk-a-what?” I laughed out loud. I am a total sucker for the E*Trade baby commercials, every year.

The only one I re-watched right after it finished was Audi’s “Green Police” video. I didn’t particularly like the commercial … but they had an anteater on a leash at: 41. Watching it again was obligatory. -Alexis