ABSTRACT
In this research we examine successful environmental cause marketing campaigns and develop a framework within which to assess these campaigns. The cause marketing campaigns of Engage for Good’s Halo Award Winners from inception in 2003 to 2015 serve as the basis for this research. Our analysis focuses on those winning first or second place in the ‘Environment and Animals’ category, thus 26 campaigns are analysed. Each alliance is assessed for fit between the company and the cause, form of the alliance, form of trigger for the donation, and fortunes gained/benefits accrued for the company and the cause.
