Customer engagement

WaterAid is a trusted brand, recognised by over half the UK population.

Partnering with WaterAid can build brand awareness, enhance retail, client and customer relationships, and increase sales and market share.

We have a wealth of experience and will work with you to create an innovative campaign to engage customers, helping you stand out from your competitors.

Case study - H&M

WaterAid approached H&M in 2002 proposing a cause related marketing campaign, selling a bikini with a 10% of sales donation. H&M customers responded very positively and the partnership was extended and has grown year on year since. 

In 2007 Kylie Minogue became the face of the 'H&M loves Kylie' swimwear range for WaterAid, radically increasing the donations from the previous year and transforming our partnership with the company. Since then the WaterAid collection has expanded to now include a full beachwear range for men, women and children.

2012 marks the 10 year anniversary of the partnership. The donation mechanism now stands at 25% of the retail price, with the range appearing both online and in 150 stores worldwide. Our ambition for this year is to generate £500,000, although, from experience, we both anticipate the final figure being higher.

The aims of the partnership are:

  • To support access to WASH for poor communities in Bangladesh, India and Pakistan
  • To demonstrate H&M's commitment to sustainability globally
  • To raise awareness of WaterAid through H&M’s global high street shops

Close transparent dialogue between H&M in Sweden and WaterAid UK, USA, and Sweden has developed a strong, successful and truly global partnership. A recent example of this global collaboration is that extra funds have been leveraged by routing the money raised through Sweden rather than the UK, where the partnership is managed. This has enabled us to access a matched giving scheme with Sweden's Lottery, close to doubling the funds raised.

Trading regulations:

Where a donation is tied to the use of a product or service sold, we are required by HMRC to manage this as a commercial agreement. The reason is that a charity association is considered as giving a competitive market advantage to one company over another or one product or service over another.

We have set an entry level for this kind of partnership as we are obliged to look for the most effective, best value use of the brand at all times. Typically we gauge the value dependent on the product, sales price, sales volume and level of brand exposure.

For more information on cause related marketing please contact us.