The document outlines The Body Shop's digital marketing campaign targeting women aged 18-35 and 35-55. The campaign will use social media platforms like Facebook, Twitter, and YouTube to reach both audiences over six months at an estimated cost of $50,000 per month. Key performance indicators will track followers, likes, comments, and video views to measure the campaign's success in further growing the brand's reach through digital marketing.

1. Digital Marketing Campaign
THE BODY SHOP

2. Target Audience
Women Aged 18 to 35
They have less discretionary income
Have a greater brand awareness
Might commit to social and environmental causes
Women Aged 35 to 55
Have higher discretionary income
May have less brand awareness
More likely to commit to social and environmental
causes

3. Key Strengths for the Body Shop
• The Body Shop has always been concerned with preserving and
enhancing natural beauty as opposed to artificial beauty and
modification.
• The Body Shop incorporates a conservative agenda in their
branding and product development process.
• The Body Shop has the interests of its clientele at heart.

4. Digital Campaign Strategy
• Numerous ways to reach the clients through
Social Media
Facebook
Twitter
YouTube
 Email Subscriptions
 Google AdWords

5. Facebook
Facebook is perhaps the
most convenient
medium to reach the
older target audience.
Its convenient because it can be used to link YouTube
channels and Vlogs
Information on sales, promotions and products can be
disseminated through this medium

6. Twitter @TheBodyShop
• Most convenient for reaching the younger audience.
• Also convenient for engaging the audience in real time.
• Twitter is one of the most engaging social media, with space for
sharing pictures, videos and links to other media such as YouTube
and Vlogs.

7. YouTube
• YouTube works well for video content.
• While it is most popular with the younger generation, the older
generations still access it with relative ease.
• It helps reach the audience easily by subserving traditional media
such as TV and radio.

8. Budget
• The campaign is planned to run for six months.
• It is projected to cost an estimated $50,000 each month.
• The Twitter and Facebook campaign materials will be developed in-
house.
• YouTube content will be developed in professional studios and will
account for the bulk of the budgetary allocations.

9. Key Performance Indicators
• It is important to monitor the performance of a marketing and
branding campaign to ensure that the set targets are being met.
• The key performance indicators for this campaign may include the
following:
Facebook
Followers, likes and comments on the Facebook Page.
Analytics.
Twitter
Analytics page.
Interactions, impressions, retweets and shares of account posts.
YouTube
Analytics page.
Subscribers and shares of channel content.

10. Summary
• For the digital marketing campaign to succeed, there must be a
high social media focus as it is the driving force for marketing in the
modern age.
• The end goal of the campaign is to ensure that the brand grows
further than it already has through digital marketing.
• To this end, the campaign can be allowed to go on as long as is
necessary to achieve this goal.
• Effort must be made, however, to ensure that the KPIs are achieved
and all goals met within the stipulated time periods to avoid
running an unsuccessful campaign.