CASE STUDY
Last march, the Argentinean Patagonia was on fire. Thousands of acres were burning and nobody was doing anything at all. Not even talking about it. Not even one single TV news channel said anything.
As Patagonia brewery, our home was at stake. We tried to deliver water, clothes and food to all those affected by the fires but we couldn't do it all by ourselves.
So, we did the unthinkable for many marketers: We stopped communicating our products.
Instead, we used all that investment to buy ad space on different channels to inform what was happening and asked for help.
If the news weren't going to communicate what was going on, we were going to force them to. And so we did.
Thankfully a ton of people heard us and joined forces helping everyone we could. There were many who lost everything in the fire, but if it weren't for us that number could have been much, much higher.