Jo Edwards, Beiersdorf brand marketing manager, explains how its sponsorship of the Race for Life benefits the company and the charity...
We wanted Beiersdorf, through its mass market brand, Nivea, to give something back to society.
Entering into a partnership with Cancer Research UK also provided synergistic possibilities for us to bring to life the brand's core values and demonstrate the proposition - "Nivea cares for your skin, your beauty and you" in a meaningful way.
Cancer Research UK was the perfect choice as it is the leading cancer charity in the UK.
Of the charity's many activities, Race for Life is particularly relevant because it is an inspirational activity that brings women together for a common cause, promotes a relevant, healthy message and supports both the charity's and the brand's ideals of a wholesome, healthy lifestyle.
The event itself is highly charged emotionally and the experience for people attending or participating in the runs is very real and inspirational.
In order to get the most from this sponsorship we carry out a number of activities to highlight the brand's support.
This also greatly benefits Cancer Research UK because one of our key objectives is to raise awareness of the events, drive participation and encourage the return of monies raised.
We have a number of marketing initiatives to highlight the relationship.
With our head office in Birmingham it is important that the local community is aware of what we are doing and is encouraged to support Race for Life events local to them.
In addition, we work to promote the activity on a national level, adding to the promotions that Cancer Research UK undertakes.
A series of radio interviews are set up around the country with Nivea and Cancer Research UK representatives.
Also Nivea has teamed up with Top Sant> - a national health and fitness publication - to highlight the fact that more funding is needed for cancer research, and that by taking part in Race for Life and raising money, women can do their bit to help.
Cause related marketing also has an important impact on a company ' s workforce. Beiersdorf is a global company employing 200 people in Birmingham and is keen to reinforce its culture of care.
Sponsorship of Race for Life helps us to do this and we incentivise staff in their efforts to raise money for Cancer Research UK, with the company matching the monies raised.
As with any sponsorship campaign, you are in it for the long haul if you want to see any real benefit for the brand, because it takes time and commitment to build that relationship in consumers' minds.
Our investment is significant as we aim to achieve a win-win for both Cancer Research UK and Beiersdorf. Over the last three years, Cancer Research UK has seen entrant numbers and funds grow.