Marketing Benevolence

Brands position themselves as stakeholders in consumer health

Implications - Rather than engaging consumers to adopt healthy habits in order to access free merchandise, brands are using programs that incentivize wellness as a means to proving their amiability. By establishing themselves in the mind of individual consumers as a partner in the pursuit of health and happiness, brands are able to position themselves as necessary catalysts in the process of positive change, which encourages trust and loyalty.
SCORE: 4.3
Mild Top 5 Examples: 4,966 Total Clicks May 14 - Jul 15
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Consumer Insight Topics: MarketingLifestyleHealth
Exercise-Rewarding Retail Apps - Carrot Offers Health Incentives and Offers at Local Businesses
SCORE: 5.2
Mild 1,613 Clicks Pub: Mar 11, 15
Exercise-Rewarding Retail Apps
Carrot Offers Health Incentives and Offers at Local Businesses
While you have probably seen apps that reward you for your healthy lifestyle as well as apps designed to encourage you to shop at local businesses, this app combines retail offers with health... [More]
Wearable Magazine Promotions - The Nivea 'Sun Band' Magazine Ad Pops Out into a Bracelet
SCORE: 4.9
Mild 942 Clicks Pub: May 7, 14
Wearable Magazine Promotions
The Nivea 'Sun Band' Magazine Ad Pops Out into a Bracelet
The Nivea ‘Sun Band’ ad is not only a genuine cross-platform campaign, but it’s actually a wearable advertisement. The Sun Band magazine ad has a child-tracking bracelet embedded... [More]
Relatable Fitness Ads - Nike's Better For It Campaign Amusingly Addresses Negative Inner Thoughts
SCORE: 4.9
Mild 646 Clicks Pub: Apr 13, 15
Relatable Fitness Ads
Nike's Better For It Campaign Amusingly Addresses Negative Inner Thoughts
Nike has invited women around the world to take up the Better For It challenge, whipping into shape to take on the world as a stronger individual. The campaign put together to spread the word shows... [More]
Incentivized Insurance Rewards - Oscar Health Insurance is Paying Customers for Walking Regularly
SCORE: 2.8
Mild 1,456 Clicks Pub: Jan 13, 15
Incentivized Insurance Rewards
Oscar Health Insurance is Paying Customers for Walking Regularly
In an effort to promote moderate exercise on a daily basis, Oscar Health Insurance is paying customers for every 10,000 steps they take as part of an insurance rewards initiative. Customers based in... [More]
Healthy Pharmacy Rewards - The Walgreens Customer Rewards Program Celebrates Balance
SCORE: 2.1
Untested 309 Clicks Pub: Feb 11, 15
Healthy Pharmacy Rewards
The Walgreens Customer Rewards Program Celebrates Balance
American pharmacy Walgreens recently launched a costumer rewards program that really lives up to its “At the corner of healthy and happy” slogan. The brand’s Balance Rewards... [More]