Brands Build Momentum for #GivingTuesday
Since it launched in 2012, #GivingTuesday has grown to become a recognized day of giving back in the U.S. and around the world. Last year, charities raised $180 million —an increase of 44% over the previous year. Now, what started out as a day focused on nonprofits has garnered the attention of companies as well. This year we saw companies create fun and unique ways to invite consumers to purchase while giving back on one of the biggest giving days of the year. Here are a few campaigns that caught our eye:
Ipsy: The curated monthly beauty subscription is encouraging fans to express themselves and celebrate unique beauty via makeup. The brand recognized that six-in-10 people have experienced bullying and they want to change that. For #GivingTuesday, the brand put together a special collection of 11 products with all profits going to Ditch The Label, an anti-bullying charity.
Tinder: This #GivingTuesday, this popular dating app has partnered with DoSomething.org to launch its #ImAvailable campaign. Tinder is asking users to post with the #ImAvailable hashtag to let people know they are there to help – whether it's listening to someone's concerns or helping them move to a new apartment. For each post that includes the hashtag, Tinder will donate $100 to the global good platform. The dating app has pledged to make up to a $200,000 donation.
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