- Click here to read the cover story ’Above and beyond the call of duty’
- Click here for a case study on how Procter & Gamble-owned US laundry brand Tide went the extra mile
- Click here for a Q&A with Louise Fowler business leader of brand and marketing for The Co-operative Financial Services
- Click here to read why Charlotte McEleny thinks acts of kindness must be spontaneous
L’Oréal-owned BioTherm has been reaching out to Twitter users by offering free samples of its Skin.Ergetic anti-fatigue range to people who have tweeted that they are tired.
- Interflora monitored Twitter looking for users that needed cheering up last October. Once contacted, the users were then sent a surprise bouquet of flowers.
- Procter & Gamble-owned Secret deodorant’s brand purpose is to “blow people away”. A customer wrote on Secret’s Facebook wall that she couldn’t buy the brand in Spain, but customs regulations prevented P&G sending her products from the US. However, when an agency executive went to Italy on an unrelated trip the Secret products were sent to her from there.
- Washington-based eco-conscious restaurant chain Sweetgreen employs a street team to perform “random acts of sweetness” for its customers. Previous acts include covering people’s bike seats when it rains, or leaving gift certificates for drivers who have received parking tickets.
- As part of its Brighter Mornings campaign, orange juice brand Tropicana sent a 36-foot wide helium balloon in the shape of the sun to Inuvik, a town 200km north of the Arctic Circle, whose 3,500 residents face 31 days of darkness in winter.
- Fresc Co operates 40 restaurants in 11 Spanish cities. Last February, two of its Barcelona locations began offering free English lessons for local professionals.