Last week, Avocado Green started a campaign that I think the entire industry can learn from — the company is celebrating Earth Month with huge savings and, more importantly, an essential goal.
The company is offering up to $880 off mattresses, and through its commitment to 1% For the Planet, they are donating 1% of all revenue throughout the sale to SolarBuddy, an organization that fights energy poverty.
Every order placed during Earth Month will help SolarBuddy illuminate the futures of 25,000 children in developing communities impacted by extreme energy poverty — the lack of access to safe, reliable and affordable electricity.
As the company’s marketing materials for the event read, “Using the code EARTH, shoppers can celebrate the planet and enjoy 10% savings, or up to $880 when they purchase one of Avocado’s luxurious, non-toxic, GOTS-certified organic mattresses — all made with the finest natural and organic materials for deep sleep night after night. Shoppers can also save 15% on certified organic yoga products.”
There are two notable things about this campaign that Avocado deserves major credit for:
- They are putting on a promotion with a cause. As many retailers I’ve talked to have told me, the idea of constant promotions cheapens the product and brands in our industry. But if you add an aspect like contributing to the health of our world, it takes away the negative connotation associated with mattress promotions.
- With Millennials and Gen Z steadily becoming the biggest generations of mattress buyers, Avocado has appealed directly to these consumers with something that takes the attention away from the product or sale and puts it on the greater good. This is something extremely important to these generations and promotions like these are a way to bridge the gap between younger consumers and retailers.
As they say, copy and steal everything — especially this idea. Just remember to make it your own.