Table of ContentsLush Beauty BrandNikeAirbnbDigital marketing has changed the way brands market their products. This has completely changed the playing field, so businesses need to find new ways to try to reach their customers. To make matters worse, digital marketing is evolving at an exponential rate and customer expectations from businesses and brands are increasing. Human behavior has changed and continues to change the way brands market. Between social media, video, photos, infographics and interactive content, consumers are saturated with content. Nowadays, brands not only compete with brands offering similar products, but also for your customers' attention and money. Businesses are striving more than ever to create niche content to attract attention to their brand. Innovation and creativity are now a priority, brands are obliged to produce campaigns capable of bringing real added value to consumers. This concept of value-driven marketing is called Marketing 3.0. Customers want to feel connected, hence the growth of human-centered campaigns around real people from different backgrounds. Say no to plagiarism. Get a custom essay on “Why Violent Video Games Should Not Be Banned”?Get the original essay Companies are now creating what we call a social good campaign. There are many benefits to running a social good campaign, such as brand engagement, brand trust, and the ability to spark online conversation. A brand that creates successful social good campaigns makes it easier to develop a relationship of trust. Consumers are more likely to support a campaign that supports a cause they believe in. This increases the chances of improving brand credibility. It increases exposure: If a brand's goal is to make an impact and reach a wider audience, then social good campaigns can bring it closer to its goals. A focus on important issues along with a marketing campaign can boost word of mouth, especially if the campaign contains an emotional element. Associate the brand with a purpose: branding goes beyond a simple marketing campaign. However, if a social good campaign is powerful, then it can help a brand become associated with a message and set of values ​​that can bring greater success. As cultural conversations around labeling intensify, River Island has taken its own stance, banning labels on clothing and not the people wearing them. River Island's #LabelsAreForClothes campaign is a social good campaign that promotes a product by involving social action, to help improve lives and solve important issues in communities. River Island has noticed the change in the marketing world and their new campaign recognizes the diversity of their customers. Josie Cartouche, Customer Director at River Island, “I am proud to be part of our most exciting advertising campaign to date. In recent years we have seen a change in the market and in the attitude of our consumers: they want to express themselves and not be defined by conventions. » “The LABELS ARE FOR CLOTHES campaign is our recognition of this welcome movement. We aim to continually evolve as a brand and ensure our campaigns are the truest possible representation of the modern River Island customer.” The campaign of.