the body shop digital marketing campaign

Target  Audience  • Educated  women    • Employed  • Ages  18-­‐55  • Caring  for  themselves  • Ethical  and  Eco-­‐friendly    

Why  The  Body  Shop?  • The  Body  Shop  always  been  supportive  of  personal  care  for  women  • Keeps  focus  on  health  and  natural  beauty  rather  than  artiDicially  enhanced  beauty  like  other  brands  • A  voice  for  environmental  causes    

Reaching  Consumers  • Google  AdWords  •  Social  Media:    

•  YouTube  •  Facebook  •  Twitter  

• Email  subscribers  

   Facebook  • Best  way  to  reach  upper  half  of  Target  Market  •  Information  on  new  products,  promotions,  and  sales.    • Links  to  Vlogs  on  YouTube  Channel  

             @TheBodyShop  • Best  for  reaching  younger  half  of  audience  • Fast  and  direct  communication  • Hashtag  and  photo  contests    

       • The  Body  Shop  Channel  

•  Vlog  tutorials  on  products  and  make  up  routines  •  Helpful  to  customers  ordering  online    • Will  increase  brand  awareness    

Budget  • 4  Month  campaign:    • YouTube  video  production  in  house    • Twitter  and  Facebook    in  house    • Total  Campaign  =  $48,000  per  month  

Evaluation  • Results  from  Analytics  tools  •  Subscribers,  likes  and  followers  • Changes  in  bath  and  beauty  product  sales    

Final  Notes  and  Summary  • Educate  market  on  Body  Shop  values,  products    and  concerns  • High  social  media  focus  • Campaign  can  continue  for  however  long  is  necessary  • Ending  goal  is  to  grow  the  brand  through  digital  marketing