Exploring how organizations can effectively measure the impact of purpose-led partnerships, blending actionable insights with real-world case studies.

Panel

Jennifer Frees, Chief Business and Marketing Officer, TIFF

Bob Park, Chief Brand Officer, GE Appliances Canada

Jenny Yuen, Group Head & Executive Vice President, People, Culture & Partnerships, Kids Help Phone

Host: Espanda Ghorbannia, Founder & Principal, CONVOY COMMUNICATIONS

🎯 Key Takeaways

Core Points:

• Cause-driven sponsorships require true alignment between brand values and the cause, going beyond transactions to create meaningful impact.
• Authenticity is essential; campaigns must reflect deep audience understanding and shared values.
• Co-creation between brands and causes leverages each side’s strengths for more resonant campaigns.
• Data insights—especially into audience sentiment and needs—are critical to building impactful, real-world campaigns.
• ROI in cause marketing includes brand awareness, sentiment, and social impact—not just sales.
• The future sees causes leading with insight and innovation, with brands supporting their vision for greater authenticity and impact.

🔍 Summary

Introduction

This episode explores success in cause-driven sponsorships, underscoring the importance of alignment, authenticity, co-creation, and data insights in crafting campaigns that make a difference.

Unique Campaigns

Panelists shared standout campaigns:

• Rethink Breast Cancer used bold, youth-focused messaging to raise awareness.
• Nike backed Colin Kaepernick, boosting both credibility and sales.
• Kids Help Phone’s “Lonely Lunches” promoted youth connection and empathy.

Meaningful Impact

Campaigns often exceeded expectations:

• TIFF’s “Share Her Journey” evolved into a global gender equity movement.
• GE Appliances pushed Canada Soccer to equally fund the women’s team.
• Feel Out Loud by Kids Help Phone empowered youth expression and drew support from artists and athletes.

Measuring ROI

ROI extends beyond sales:

• Nike saw a 30% sales boost, but the key was authenticity.
• L’Oréal’s Women of Impact honored real stories.
• Giant Tiger’s anti-bullying campaign integrated Kids Help Phone to create safe spaces.

Balancing Sponsorship with Purpose

• TIFF collaborates only with brands aligned to its mission.
• Kids Help Phone ensures internal alignment across brand, partnerships, service, and fundraising.
• GE Appliances tailors campaigns to each brand’s values and audience for maximum resonance.

Future Predictions

• Women’s sports will achieve commercial parity, offering major sponsorship growth.
• Loyalty and values alignment will be critical for brands.
• Causes will lead, with brands supporting their direction for deeper partnerships.

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

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