Marketing for good

Social Media – Marketing for the Greater Good

Genuine care is a powerful emotion, and a philosophy that we live and work by at Cucumber Marketing. While social media is a powerful marketing tool, it exists mainly to bring people together through the connection of interests and activities.

Raising Awareness through Social Media

We saw the ALS ice bucket challenge take the world by storm mid-2014, raising over $100 million towards research funding for Amyotrophic Lateral Sclerosis research. Prior to this campaign, public awareness of ALS was nearly nonexistent. After the ice bucket challenge took off, we saw the world focus billions of eyes towards this lessor-known disease, raising awareness for an otherwise obscure cause.

Social media’s ability to raise awareness is staggering, and works because humans are social animals. Viral marketing campaigns exist to build connections. Connections with people. Connections with causes. Connections with brands. While viral campaigns are sometimes passing fads, a good cause will often rise up to capture the hearts of many.


Last Friday, we came across #WearYellowForSeth, a campaign to raise awareness for a young boy with severe combined immunodeficiency (SCID). The major cause of the campaign was to support the boy in his time of need. This young boy was faced with the prospect of undergoing his second bone marrow transplant. How could someone from across the world possibly help?

As a 5-year-old boy, how touched would you be to know that thousands of people all around the world were rooting for you, wearing your favourite colour to support you and wish you all the best? We hope that we’ve brought some amount of joy to this young boy through our actions. Good luck, Seth! We’re rooting for you!

Good Luck, Seth!


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Want to talk about marketing with us? We love working with cool businesses that have a vision for the future and want to grow their online presence. Contact us at our marketing agency in downtown Vancouver! We always have chocolate.