Case Study - The Body Shop - Social Media

Objectives

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.

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

Our Solution

Bigmouthmedia 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 influencers 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 focused on The Body Shop’s campaigns and values that they are involved with in order to reaffirm The Body Shop’s ethical roots.

The actions undertaken included:

  • Social networking with key online influencers
  • Blogger outreach work
  • Online community participation
  • Distribution of PR’s and social media news releases
  • Viral promotion campaign

Results

As 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 influencing blogs, which created buzz and conversation around the products, including product reviews
  • As a direct result The Body Shop achieved offline 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 traffic driven to the new website and those consumers on whom the campaign had an effect spent increased time on the site.

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The Body Shop
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Summary
  • 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 influential blogs and achieved offline press attention
  • One of Technorati’s top 100 blogs with readership of over 10,400 ran the story.