Bath and Body Works & Lush

Strategic Scrutinizers: Liz, Lorrigan, Jaclyn, Lindsay, Alexa

Agenda● Red and green flags - project ● Bath and Body Works and Lush

○ Company overview ○ Red and green flags - companies ○ Goals○ AA○ Platforms - active and passive○ Links & nodes○ Most actively managed platforms○ SM content analysis○ Goal analysis

● Evaluation ● Winner & rationale ● Repair● Rejected solutions ● So what? ● References● Q & A

Red & Green Flags - Project

● Figuring out organizational goals for Bath and Body Works and Lush

● Presenting to senior leadership for “repair”

● Time

● Abundance of content readily available

● Familiar with brands

Logos

Company OverviewBath and Body Works

● Products○ Body Care○ Hand Soaps○ Home Fragrance ○ Gifts

● Organizational Structure○ L. Brands○ Headquarters in Ohio ○ Locations in 24 countries ○ 20,000 employees

Lush

● Products - handmade○ Bath and Shower ○ Hair ○ Face○ Body ○ Gifts

● Organizational Structure ○ Constantine and Weir - 1970s

(Constantine & Weir) ○ 1996 - Vancouver store○ Locations in 49 countries ○ 12,500 employees

Red & Green Flags - Bath and Body Works and Lush

Bath and Body Works

● Left-leaning ideologies/activism

● Lush North America vs. Lush UK

● Diverse: “open doors”

● L. Brands● SM for other countries

● Consistency - brand and tactics

Lush

Current GoalsBath and Body Works

● Maintaining brand image

● Increase revenue

● Creating memorable gift and self

care buying experiences

Lush

● Showcase ethical campaigns

● Gain revenue and promote

products

● Create homemade/sustainable

products

● Customer engagement

● Brand awareness

Audience Analysis (KISS)Know Infer So What? So What Not?

Bath and Body Works

-Mostly women-Middle class-Repeat customers

-Like a good deal/ bargain-Shop for others and themselves -Familiar with brand and products -Cyclical shoppers

-Advertise seasonal products (new fragrances, etc.) -Promote sales/ coupons -Be consistent and specific-Remain neutral

-Stray from brand-Leave loose ends -Under-communicate

Lush -Younger demographic (Gen-Z)-Mostly women

-Eco-friendly -Conscious shopper-Less aware of specifics

-Promote product specifics -Tell stories -Educate -Adapt to current events

-Stray from values -Fall into a strict routine

All Social Media Platforms (Active & Passive)

Bath and Body Works● Active

○ Instagram ○ Facebook○ Pinterest○ Twitter

● Passive○ TikTok

■ No Posts○ YouTube

■ Irregular posts■ Not frequent

○ LinkedIn ■ Irregular Posts ■ Not frequent ■ Some retail jobs are posted

Lush

● Active○ Instagram○ Facebook○ Twitter○ Pinterest○ YouTube

■ Weekly posts (at a minimum)○ LinkedIn

■ Multiple posts per week ■ Jobs posted (corporate and

retail)● Passive

○ TikTok■ Irregular posts■ Not frequent

Most Actively Managed PlatformsBath and Body Works

● Instagram○ 6 Million followers○ 5254 posts○ Content

■ Events, how-tos, news and information

○ High customer engagement● Facebook

○ 9.7 Million followers○ 10 million likes○ Content

■ News and information, events, and how-tos

○ Average customer engagement

Lush

● Instagram○ 4.3 Million followers○ 3684 posts○ Content (large variety)

■ People, Calls to action, Amusements, News/info, events

○ High customer engagement● Facebook

○ 1.2 Million followers○ 1.2 Million likes○ Content (large variety)

■ Calls to action, Amusements, News/info, events

○ High customer engagement

Links and Nodes - Actively Managed Platforms

Bath and Body Works Lush

Connections Matrix

Depth

Simplicity

Abundance

Reach

Social Media Content AnalysisBath and Body Works● Products● Creative crafts and wellness ideas● Promotional events and business

updates● User generated content

Lush ● Internally produced content● Social justice issues● Environmental awareness● User generated content

Social Media Content AnalysisBath and Body Works Lush

Social Media ContentBath & Body Works

Social Media ContentBath & Body Works

Social Media ContentLush

Lush

Social Media ContentLush

Social Media Strategy Analysis Bath and Body Works

Social Media Strategy Analysis Lush

Evaluation

Platform Evaluation ToolCriteria for Facebook B&BW Lush

Are we utilizing platform resources (stories, TV, Shopping)? (10 points) 10/10 10/10

Are our visuals appealing (to our audience)? (10 points) 10/10 10/10

Does our audience resonate with our content? (10 points) 7/10 10/10

Do the posts reflect our brands likeness? (10 points) 8/10 9/10

Is our audience on the platform? (10 points) 10/10 8/10

Are we engaging with our audience personally (responding)? (10 points) 7/10 9/10

Are we using this platform to align our coordinates properly? (15 points) 8/15 14/15

Do we vary in type of content? (10 points) 5/10 9/10

Does the platform link to necessary nodes? (10 points) 10/10 10/10

Does the platform provide measurements (mistakes, patterns, etc) that will guide us to make corrections? (5 points)

5/5 5/5

Total Scores 80/100 84/100

Platform Evaluation ToolCriteria for Instagram B&BW Lush

Are we utilizing platform resources (stories, TV, Shopping)? (10 points) 10/10 10/10

Are our visuals appealing (to our audience)? (10 points) 10/10 10/10

Does our audience resonate with out content? (10 points) 9/10 10/10

Do the posts reflect our brands likeness? (10 points) 8/10 9/10

Is our audience on the platform? (10 points) 5/10 10/10

Are we engaging with our audience personally (responding)? (10 points) 7/10 9/10

Are we using this platform to align our coordinates properly? (15 points) 10/15 15/15

Do we vary in type of content? (10 points) 6/10 9/10

Does the platform link to necessary nodes? (10 points) 6/10 6/10

Does the platform provide measurements (mistakes, patterns, etc) that will guide us to make corrections? (5 points)

3/5 3/5

Total Scores 74/100 91/100

Evaluation Scores

Bath & Body WorksLush

FB - 80/100

Insta- 74/100

FB - 94/100

Insta- 91/100

Winner & Repair

Winner - Lush

● Rationale:

○ Solid understanding of audience

○ SM captures brand, not products

○ Platforms - active on most, know which are their main focus

○ Varied content, platform-specific

● Improvements:

○ “Inclusivity” might actually be excluding those that don’t agree with their

values

○ Depth focused relationships with eco-experts, and engagement with

consumers.

Needs Repair - B&BW

● Rationale:

○ Content primarily markets products

○ Not forming relationships with customers (lack depth)

○ Goals instead of coordinates

● Positives:

○ Reaching some goals

○ Nice visuals

○ Responding to customers

Repair - Bath and Body Works

Business Goal Communication Goal Strategy

Maintaining brand image Depict the same uniformity as the last 30 years

Posting consistently

Post visuals of the consistent aesthetic.

Having a set timeline for posts (2 per day)

Add additional posts for holidays (target posts)

Repair - Bath and Body Works

Business Goal Communication Goal Strategy

*Increase revenue* Post products, promotions, coupons

Increase reach (several platforms) (including snail mail)

Posts targeted for gifts with coupons

User generated posts about purchases

Adding diverse content (cultural, political, social)

Diversify channels to engage with different audiences

Repair - Bath and Body Works

Business Goal Communication Goal Strategy

Memorable gift and self care buying experiences

Immersing the consumer in the buying experience

Promote gift sales

Offer engagement to consumers

Highlight customers on social media

Post user generated content regularly to engage customers on social media

Post promotional events to induce memory recall

Use platforms and posts to answer questions about products and business goals

Rejected Solutions

● KISS instead of AA chart

● Including all platforms in Links/Nodes web

● Explaining in detail the passively managed SM

● Giving improvements for winner (Lush)

● Focusing on Facebook and Instagram (top 2) instead of all

actively managed platforms

No S

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s

room

to im

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AA is crucial to strategy

development

Good goals don’t

necessarily make

good coordinates.

So What?

Referenceshttps://moneyinc.com/bath-and-body-works/ https://www.businessinsider.com/bath-and-body-works-success-store-photos-2019-6#children-of-the-90s-will-also-be-d elighted-to-find-the-occasional-classic-scent-like-this-cucumber-melon-hand-sanitizer--16https://www.dnb.com/business-directory/company-profiles.bath__body_works_llc.2fe52f3ccd2c1627e0c0a48dc4df8507.htmlhttp://www.acbreeze.net/facts-you-might-not-know-about-bath-and-body-works/https://www.shefinds.com/collections/7-surprising-facts-about-bath-body-works/#slide-8https://www.yahoo.com/news/14-things-didnt-know-bath-154306461.htmlhttps://www.popsugar.com/beauty/Bath-Body-Works-Facts-40738326https://www.countryliving.com/life/a38493/bath-and-body-works-trivia/https://www.thelist.com/53566/untold-truth-bath-body-works/ https://www.bathandbodyworks.com/https://www.facebook.com/bathandbodyworks/http://socialmediabrandreviews.blogspot.com/2015/02/how-bath-body-works-uses-social-media.htmlhttps://www.instagram.com/bathandbodyworks/channel/?hl=enhttps://twitter.com/bathbodyworks?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor https://www.byrdie.com/lush-cosmetics-interesting-factshttps://www.byrdie.com/lush-store-shopping-tips https://www.lushusa.com/stories/article_a-lush-legacy.html

Referenceshttps://au.lush.com/article/our-storyhttps://www.insider-trends.com/30-things-you-didnt-know-about-lush-cosmetics/ http://lynsayloves.com/20-fun-facts-about-lush/ https://www.byrdie.com/lush-cosmetics-interesting-factshttps://www.facebook.com/lushcosmetics/https://stackla.com/resources/case-studies/how-lush-cosmetics-uses-user-generated-content-to-transform-loyal-customers-into-an-engaged-community-of-brand-advocates/ https://digiday.com/marketing/lush-features-men-women-alike-marketing/ https://cmo.adobe.com/articles/2017/11/the-cmo-show-natasha-ritz-brand-communications-manager-lush-cosmetics.html#gs.it0037 https://www.insider-trends.com/inside-retail-strategy-lush/ https://www.elitedaily.com/p/these-amazon-prime-day-2020-levis-sales-feature-jeans-for-as-low-as-30-38548583

Q & A