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

1,434 views
1,289 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,434
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
13
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

×