Who knew that Social Responsibility could be Kinky?

Social responsibility is a trend which is currently defining the business world at the moment because it is becoming increasingly important to consumers. More businesses are adopting these models and creating some great promotional opportunities for charities trying to leave their mark on the world. And the latest in these partnerships comes from Broadway’s big hit Kinky Boots.

Kinky Boots

When it comes to social responsibility, Kinky Boots is championing these themes eight times a week through the prevailing message of standing up for who you are and what you believe in. So, naturally, a social responsibility campaign would fit very neatly into the Kinky Boots brand. And that is exactly what they have done!

Today marks the launch of the Kinky Boots ‘Just Be’ Campaign which centres on “being who you want to be and showing the world what you care about”. This campaign centres on six famous celebrities who align with the Kinky Boots message and how they use their unique passions and fame to help and inspire others. Each celebrity has nominated a specific charity which is close to their heart and these groups have been given an opportunity for promotion to the enormous Kinky Boots community.

This could have purely been a promotional exercise for Kinky Boots, and of course they are receiving some great promotional benefits from their celebrity partnerships. But the emphasis is squarely on providing promotion for several deserving charities through the mega-media-machine of this musical – while associating the show with this idea of social responsibility.

The six celebrities who have been featured in this exciting campaign are Sara Bareilles, Kelly Osbourne, Josh Groban, Mario Bartoli, Martina Navratilova and legendary actor James Earl Jones. And between them they are providing well-deserved promotion for Rock and Roll Camp for Girls Los Angeles, Prince’s Trust, Find Your Light Foundation, Cookie’s for Kids’ Cancer, The Humane Society of Greater Miami and The Stuttering Association for the Young.

Through this campaign, each of these charities is gaining access to the huge community surrounding the Tony-award winning musical (including their 113,000 Facebook followers). While this musical has a huge reach, social responsibility causes would often only meaningfully reach a very small number of this community. But Kinky Boots has a special weapon up its sleeve!

Since Kinky Boots champions this idea of social responsibility, chances are that the community it has created also has similar beliefs. As such the promotion that these charities are receiving should be much more effective because of the tuned in audience they are reaching. Plus, if that isn’t enough they have the overwhelming star power which is also standing behind them!

And then there is the great benefit for Kinky Boots which gets to reach out to new communities of socially responsible people through these charities and concerned celebrities. While these consumers may already be aligned with the caring celebrity of the deserving charity, they will now be alerted to a phenomenal show which also aligns with their beliefs making the experience even more meaningful if they decide to visit it while in New York. And those are just the consumers that Kinky Boots wants to attract!

What a great campaign from the team at Kinky Boots. Social responsibility, celebrity profiles and great benefits for the musical, the celebrities and also the deserving charities. Sounds like a win-win-win situation!

Find out more about the campaign by clicking here or watching the video below.

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