If you market to teen girls in Canada, you probably already know that Hilary Duff is their favorite Hollywood teenage star. What you may not know is how much of anincredible role model Hilary is to these girls. At only 16 years of age, she knows that when you are given so much in life, you have an obligation to give something back.
When we were contacted about anexclusive agreement to sell the full line of "Stuff by Hilary Duff" products in Canada last June, the decision was simple. As one of Canada's top kids clothing retailers, the line was a great fit forZellers. It was also a great fit for us as part of Hudson's Bay Company (Hbc), a 333-year-old Canadian company that is committed to the values of community investment.
Hilary's first major publicappearance in Canada was the "Hilary Duff Birthday Benefit," held last September in Toronto, to raise money to and awareness for "Kids With a Cause Canada" (KWACC).
KWACC is an organization primarilymade up of entertainers (between the ages of six and 20) from the film, television and recording industry, who donate their time to give back to the community in a variety of ways. Specifically, KWACCfocuses on helping suffering children across the globe. Hilary and her sister Haylie, with the support of their mom and dad, Susan and Bob Duff, are very passionate about the cause.
Last year's eventsold out quickly, and the charity launch was a huge success. Zellers was a major supporter of the event along with Weston Bakeries, the John McKellar Charitable Foundation, Holt Renfrew and LenzEntertainment.
The challenge marketers often face with cause-related marketing initiatives is getting the message out through the media to their customers and potential customers. It's a shame, butunfortunately the lack of media exposure connecting the key supporters to the causes, often discourages companies from increasing their commitment to give back. In addition, it may well encourage some...