Paul Mitchell is a popular hair care brand, well known for their classic black and white branding with a single pop of color. Paul Mitchell is also known for their charity work.
Paul Mitchell came up with the #givingismystyle campaign, where they vowed to give $1 to charity every time someone posted about how they are making a difference with the hashtag #givingismystyle on Instagram and Twitter. This helped them create a positive, caring image of the company while supporting charities at the same time. They also chose to use ads that featured their classic brand colors and style, staying true to their brand voice.
The Value Principle
The #givingismystyle campaign allowed users to feel validated in their efforts to make a difference in the world while giving to charity at the same time. The value for users is selfish-they want to feel valued, but they also want to feel like they are altruistic, and can do so through someone else’s money with this campaign.
The Principle of Least Resistance
In this campaign, all users had to do was add a hashtag to posts they were already posting, which is asking very little. The payoff of the small amount of effort is giving to charity and the chance to have your post featured on Paul Mitchell’s own social media channel.
The Zeitgeist Principle
This campaign launched during the holidays, when most people in the United States are feeling more festive and caring than usual. Because of this timing, they had more interaction than they would have during the rest of the year.
The Attention Principle
When users attached #givingismystyle to their post, they had the chance that Paul Mitchell would re-post or shout-out their content, giving them the attention they seek. Due to this chance, the campaign got lots of attention because users were seeking attention.
The Story Principle
Throughout this campaign, Paul Mitchell posted the stories of other users making a difference and using the hashtag. This provided lots of personal stories they didn’t have to create themselves, yet prompted even more people to tell their own stories.
The #givingismystyle campaign prompted 42 blog posts, 152 million impressions, and 16,000 social media posts, which I would say make up a pretty successful outcome.