Marketplace Advocacy Campaigns: Generating Public Support for Bus ...

Dow through their building insulation products, the editorial indicated that Dow’s “advocacy does not derive from financial motives” because the company’s U.S. residential sales of insulation products account for less than 1% of its total revenues. Rather, the editorial stated that the Home Star bill simply makes “good policy” (Brune & Liveris, 2010). A June 2010 news release on Dow’s Web site, meanwhile, boasted that the U.S. Department of Energy awarded Dow Building Solutions $2.9 million to develop the “next generation” of insulation solutions (Dow Chemical Company, 2011b). Much of the company’s political advocacy can be found on the Dow Web site in the form of publications, presentations, and short-form Web films showcasing Dow’s role in solar energy, water purification, and the transportation and agricultural industries.

The “Human Element” marketplace advocacy campaign has been recognized for its impact on Dow’s corporate reputation, creating a 75% increase in knowledge of Dow¹ among target audiences and a positive 1-point shift in corporate reputation within 6 months of the campaign’s launch (Martin Agency, n.d.). The campaign received a 2008 Effie Award for North America’s most effective corporate reputation/professional services campaign (Effie Worldwide, 2010) and a gold Hugo Award for the best television commercial at the 2007 Chicago International Television Competition (Chicago International Film Festival, 2011).

Chevron: “Real Issues” and “Human Energy”

In July 2005, Chevron launched its global “Real Issues” integrated advertising campaign to “raise awareness and encourage discussion about the major issues facing the energy industry” (Chevron, 2007). Campaign strategies included print, broadcast, and outdoor advertising and the “Will You Join Us” Web site to improve the company’s reputation and to rebrand it as a “forward-thinking and collaborative industry leader” (Effie Worldwide, 2007). The campaign won a 2007 Silver Effie Award for best corporate reputation/professional services campaign.

The “willyoujoinus.com” Web site played a pivotal role in the campaign, as most advertisements sought to drive traffic online and to