IQ News: New Round of Ads Out For CharityCounts.com




Hoping to benefit from the spirit of generosity and giving during the holiday season, CharityCounts.com today will kick off the second phase of its integrated advertising campaign. The New York-based Web site donates a portion of its e-commerce transactions to various charities, including the Animal Rescue Foundation and New York Cares.
CharityCounts.com, which placed a full-page positioning ad in The New York Times when it launched on Nov. 17, has tapped New York-based Eisnor Interactive to execute the integrated effort, which will feature print, outdoor and in-restaurant and in-health club ads. The spots will be seen in New York and San Francisco. Additionally, CharityCounts.com has purchased such category words as “charity,” “donate” and “give” on the major portals, including Yahoo!, Excite and AOL.com.
The promotional push is part of an effort to gain brand awareness and build an identity in the growing “online charity giving” space. It also aims to spotlight the Web site as a fun and entertaining online destination, according to Gregg Greenberg, CEO at CharityCounts.com.
“It’s all about shopping through us with your favorite e-tailers and a portion of your purchase goes to charity,” said Greenberg, who was formerly with DDB Digital. “It’s a very simple paradigm but very compelling as well.”
Greenberg claimed that CharityCounts.com is the first online charity site to launch a marketing campaign, giving it an advantage over competitors like Seattle-based GreaterGood.com.
“We love the other players, of course, but we’ve got a little bit of a jump and have really begun to build our brand,” Greenberg said.
The tag for the print effort, “Shop Shamelessly,” will appear in an ad today in The New York Times. Greenberg said CharityCounts.com would soon feature charity auctions and e-greetings. n