Cause Marketing:A Case Study from Clarisonic     Blake Cahill       Gina Cuff      President     Director of Digital    Ba...
TWO-THIRDS OF BRANDS NOW ENGAGE IN      CAUSE MARKETING; SPENDING IS ESTIMATED      TO REACH $1.7 BILLION IN 2011Banyan Br...
71% OF CONSUMERS    ARE GIVING AS MUCH OR MORE NOW AS THEY WERE BEFORE    THE RECESSIONBanyan Branch • Confidential       ...
93%                      87%                   50%      of consumers want        of consumers would    of consumers would ...
MILLENNIALS PREFER ACTIVE     ENGAGEMENT IN CAUSE     MARKETING AND     37% ARE DRAWN TO     PRODUCTS CO-BRANDED     WITH ...
•    Partnership with DonorsChoose.org                                    provides $25 email gift cards to shoppers       ...
Case Study:     Yoplait’s Save Lids to Save Lives                               •    Supports breast cancer through Susan ...
THE CLARISONIC                                  JOURNEYBanyan Branch • Confidential                    8
At Clarisonic, giving back is not simply a marketing initiative.          It’s part of our DNA. And its origins are person...
This matters because from the start, our priority was not about          growing our fans and followers. It was about leve...
And so the journey began to find the perfect partner...Banyan Branch • Confidential                                       ...
In May 2010, Clarisonic teamed up with Look Good…Feel Better,       a national public service program that helps put the p...
And thanks to our partnership, the number of women who have     been able to benefit from the Look Good…Feel Better progra...
•  Leverage our success to give back in a meaningful and        impactful way.     •  Raise awareness and funding for Look...
•  Create a series of Clarisonic “pink” products with a portion of        the proceeds going to Look Good…Feel Better.    ...
•  Facebook Likes     •  Facebook interactions     •  Increase in new demographics in fan base     •  Overall mentions    ...
2010 Initiatives     •  Launch of the Limited        Edition “Hope” Mia     •  Sponsorship of AFI        Fest 2010 to grow...
Results     •  Average daily page views        increased by 433% to 2,247     •  Facebook fans increased by 82%        to ...
2011 Initiatives     •    Launch of the Limited Edition          “Almond Blossom” Plus     •    Expanding reach     •    S...
Results                                               •  Average daily page views                                         ...
The success of the Clarisonic Look Good…Feel Better cause           marketing efforts has lead to significant recognition:...
QuestionsBanyan Branch • Confidential               22
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Social Media for Cause Marketing: Look Good...Feel Better with Clarisonic

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Social Media for Cause Marketing: Look Good...Feel Better with Clarisonic

  1. 1. Cause Marketing:A Case Study from Clarisonic Blake Cahill Gina Cuff President Director of Digital Banyan Branch Marketing @bcahill Clarisonic @banyanbranch @clarisonic
  2. 2. TWO-THIRDS OF BRANDS NOW ENGAGE IN CAUSE MARKETING; SPENDING IS ESTIMATED TO REACH $1.7 BILLION IN 2011Banyan Branch • Confidential 2
  3. 3. 71% OF CONSUMERS ARE GIVING AS MUCH OR MORE NOW AS THEY WERE BEFORE THE RECESSIONBanyan Branch • Confidential 3
  4. 4. 93% 87% 50% of consumers want of consumers would of consumers would to know what a switch brands based pay more for company is doing to on association with products from make the world a a good cause brands that support better place causesBanyan Branch • Confidential 4
  5. 5. MILLENNIALS PREFER ACTIVE ENGAGEMENT IN CAUSE MARKETING AND 37% ARE DRAWN TO PRODUCTS CO-BRANDED WITH CAUSESBanyan Branch • Confidential 5
  6. 6. •  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 cardsBanyan Branch • Confidential 6
  7. 7. Case Study: Yoplait’s Save Lids to Save Lives •  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 TwitterBanyan Branch • Confidential 7
  8. 8. THE CLARISONIC JOURNEYBanyan Branch • Confidential 8
  9. 9. At Clarisonic, giving back is not simply a marketing initiative. It’s part of our DNA. And its origins are personal.Banyan Branch • Confidential 9
  10. 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.Banyan Branch • Confidential 11/22/11 10
  11. 11. And so the journey began to find the perfect partner...Banyan Branch • Confidential 11
  12. 12. 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..Banyan Branch • Confidential 12
  13. 13. 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.Banyan Branch • Confidential 13
  14. 14. •  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.Banyan Branch • Confidential 14
  15. 15. •  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.Banyan Branch • Confidential 15
  16. 16. •  Facebook Likes •  Facebook interactions •  Increase in new demographics in fan base •  Overall mentions •  Resulting donation to LGFBBanyan Branch • Confidential 16
  17. 17. 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 LGFBBanyan Branch • Confidential 17
  18. 18. Results •  Average daily page views increased by 433% to 2,247 •  Facebook fans increased by 82% to 69,786 Average daily Average daily •  Facebook fan base expanded new “likes” active users beyond the typical affluent increased by increased by woman 1,414% 83% to 530 to 7,257 •  Over $30,000 raised for LGFB from Facebook campaign aloneBanyan Branch • Confidential 18
  19. 19. 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 LGFBBanyan Branch • Confidential 19
  20. 20. Results •  Average daily page views increased by 305% to 1,553 •  Over $30,000 raised for Look Good…Feel Better Average daily Average daily new “likes” active users increased by increased by 1,467% 39% to 768 to 107,441Banyan Branch • Confidential 20
  21. 21. The success of the Clarisonic Look Good…Feel Better cause marketing efforts has lead to significant recognition: One  of  20  “awesome”   One  of  the  top  15   Facebook  fan  pages.   Facebook  fan  pages.  Banyan Branch • Confidential 21
  22. 22. QuestionsBanyan Branch • Confidential 22
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