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In August 2008 The Body Shop was due to launch their new global website along with two brand new product ranges; Wellbeing and Nature’s Mineral Make-up. In a bid to understand what was being said about The Body Shop online the company approached bigmouthmedia to raise customer awareness and gauge public perceptions prior to the launches.
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ObjectivesIn August 2008 The Body Shop was due to launch their new global website along with two brand new product ranges; Wellbeing and Nature’s Mineral Make-up.
In a bid to understand what was being said about The Body Shop online the company approached bigmouthmedia to raise customer awareness and gauge public perceptions prior to the launches.
The objectives of the campaign were:
To use The Body Shop’s new campaign ‘Nature’s Way to Beautiful’ as a hook to launch The Body Shop’s new global website.
To organise the online launch of the two new products; Wellbeing and Nature’s Minerals Make-up.
To raise awareness of new products.
To achieve global online media coverage.
Summary
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Social media campaign proves the natural choice for The Body Shop
Case Study: Social media
Devised an innovative social media strategy to assist in launch of a new global website and two product ranges.
More than 71,000 full page reads of online press releases were triggered.
Coverage ran on 17 in�uential blogs and achieved o�ine press attention.
One of Technorati’s top 100 blogs with readership of over 10,400 ran the story.
Manufacturer and retailer of natural, ethically produced cosmetics products with over 2,400 stores in 61 countries.
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Our solutionBigmouthmedia immediately undertook a brand perception landscape audit in order to establish what was being said about The Body Shop online and to identify the key online in�uencers in the beauty and cosmetic industry.
An online social media campaign was set up in order to engage with stakeholders and consumers about The Body Shop’s new global website and two new product ranges.
The use of social media enabled the bigmouthmedia online PR team to engage with many stakeholders and consumers across the world on a daily basis, generating news and discussion and gauging feedback.
Throughout the campaign, messages were not only communicated about the new website and products but also focussed on The Body Shop’s campaigns and values that they are involved with in order to rea�rm The Body Shop’s ethical roots.
The actions undertaken included:
Social Networking with key online in�uencers
Blogger outreach work
Online Community Participation
Distribution of PR’s and Social Media News Releases
Viral Promotion Campaign
ResultsAs a result of the month long campaign:
more than 71,000 full page reads of online press releases were triggered
coverage ran on 17 key online in�uencing blogs, which created buzz and conversation around the products including product reviews
as a direct result The Body Shop achieved o�ine press attention covering both the new website and the new product ranges
one of the highest ranked blogs within Technorati’s top 100 blogs ran the story. The blog has a readership of over 10,400 readers.
The campaign had a direct result on the tra�c driven to the new website and those consumers on whom the campaign had an e�ect spent increased time on the site.
P P C • S E O • A F F I L I A T E S • D I S P L A Y • O N L I N E P R • I N 1 0 C O U N T R I E S • 3 0 L A N G U A G E S
Want to know more? Speak to a bigmouth today, email [email protected] or call 0845 130 0022 for more information on our online PR and social media services. For more information go to bigmouthmedia.com
Case Study: Social Media
