social media for cause marketing: look good...feel better with clarisonic

Cause Marketing: A Case Study from Clarisonic

Blake Cahill President

Banyan Branch @bcahill

@banyanbranch

Gina Cuff Director of Digital

Marketing Clarisonic

@clarisonic

Banyan Branch • Confidential 2

TWO-THIRDS OF BRANDS NOW ENGAGE IN CAUSE MARKETING; SPENDING IS ESTIMATED TO REACH $1.7 BILLION IN 2011


71% OF CONSUMERS ARE GIVING AS MUCH OR MORE NOW AS THEY WERE BEFORE THE RECESSION


93% of consumers want to know what a company is doing to make the world a better place

87% of consumers would switch brands based on association with a good cause

50% of consumers would pay more for products from brands that support causes


MILLENNIALS PREFER ACTIVE ENGAGEMENT IN CAUSE MARKETING AND 37% ARE DRAWN TO PRODUCTS CO-BRANDED WITH CAUSES


•  Partnership with DonorsChoose.org provides $25 email gift cards to shoppers

•  Allowed customers to donate to the school project of their choice

•  350,000 students positively impacted •  14,500 projects funded •  11% of gift cards are redeemed •  ROI: Shoppers who received gift cards

spent 16% more in stores than customers who didn’t receive the cards

Banyan Branch • Confidential

Case Study: Yoplait’s Save Lids to Save Lives

7

•  Supports breast cancer through Susan G. Komen for the Cure started in 1998

•  Consumers are invited to mail in pink lids to generate Yoplait’s $1.5 million donation and have collectively generated over $15 million.

•  20%-30% spike in revenue directly related to campaign — 72% association with Yoplait

•  Campaign predates social media and now embraces it

•  Facebook app gets 30,000 monthly users •  #savelidstosavelives generates hundreds of

mentions a month on Twitter


THE CLARISONIC JOURNEY


At Clarisonic, giving back is not simply a marketing initiative. It’s part of our DNA. And its origins are personal.

Banyan Branch • Confidential 11/22/11 10

This matters because from the start, our priority was not about growing our fans and followers. It was about leveraging our success to give back.


And so the journey began to find the perfect partner...


In May 2010, Clarisonic teamed up with Look Good…Feel Better, a national public service program that helps put the power to be beautiful back in the hands of cancer patients..


And thanks to our partnership, the number of women who have been able to benefit from the Look Good…Feel Better program has dramatically increased.


•  Leverage our success to give back in a meaningful and impactful way.

•  Raise awareness and funding for Look Good…Feel Better. • Demonstrate that Clarisonic is committed to empowering

women to feel beautiful all the way down to our bottom line.


• Create a series of Clarisonic “pink” products with a portion of the proceeds going to Look Good…Feel Better.

•  Leverage our partnerships for greater awareness and funding opportunities.

• Grow awareness and funding opportunities through viral channels.


•  Facebook Likes •  Facebook interactions •  Increase in new demographics in fan base • Overall mentions •  Resulting donation to LGFB


2010 Initiatives •  Launch of the Limited

Edition “Hope” Mia •  Sponsorship of AFI

Fest 2010 to grow awareness of LGFB and our partnership

•  Facebook campaign with $1 for every “like” donated to LGFB


Results • Average daily page views

increased by 433% to 2,247 •  Facebook fans increased by 82%

to 69,786 •  Facebook fan base expanded

beyond the typical affluent woman

• Over $30,000 raised for LGFB from Facebook campaign alone

Average daily new “likes” increased by

1,414% to 530

Average daily active users increased by

83% to 7,257


2011 Initiatives •  Launch of the Limited Edition

“Almond Blossom” Plus •  Expanding reach •  Sponsorship of Glamour Reel

Moments to grow awareness of LGFB and our partnership

•  Glamour donated $1 for every film view

•  Teamed up with Ritz Carlton with $5 donation every facial

•  Facebook campaign with $1 for every “like” donated to LGFB


Results • Average daily page views

increased by 305% to 1,553 • Over $30,000 raised for Look

Good…Feel Better

Average daily new “likes” increased by

1,467% to 768

Average daily active users increased by

39% to 107,441


The success of the Clarisonic Look Good…Feel Better cause marketing efforts has lead to significant recognition:

One of 20 “awesome” Facebook fan pages.

One of the top 15 Facebook fan pages.


Questions

social media for cause marketing: look good...feel better with clarisonic

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