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By linking the donor’s contributions to their Facebook page and Twitter account they are recognized as charitable givers.
After they’ve made a contribution, they receive a “thank you” text message from Yoplait. This message includes a link to a mobile site that provides more options for future giving.
General Mills has an internal marketing innovation program called BBE or, Big Bold Experiment. The Yoplait brand’s philanthropy – Susan G. Komen Race For The Cure – was in need of a refresh. We thought it would be awesome to give the power of giving to consumers. Thus, Plait It Forward. Though we didn’t win BBE that year (came in runner up), the program was extremely well received. Maybe next year…
The mobile site officially welcomes the contributor, provides a simple sign-up and an overview of the “plait it forward” program.
The ‘plait it forward’ site also provides more detail about the five charities that they can make contributions to in the future.
Contributors can also shift their giving from one charity to another.
The site keeps track of the contributor’s giving history – including the number of times they’ve donated, where they’ve donated, and the total amount they’ve given.
Yoplait continues to ‘plait it forward’ by offering a ‘thank you’ to on-going contributors. They will receive an email with directions to redeem a code for free items such as Red Box rentals and Starbucks gift cards.
Underneath each lid is a text number and unique giving code. By texting the code, Yoplait makes a 10-cent donation to a charity, such as Alzheimer’s Association.