one of Smart Campaign identification is that it can make a direct impact to sales.
Starbucks made it with Starbucks early Bird, direct impact to morning coffee sale, and bring you a healthy habit of wake up in the morning.

Campaign from NYC Rescue Mission: Underheard in New York
To help 4 Homeless people to get heard by others, make us realize that lots unfortuned people need our positive act, at least to be heard.