June 22, 2018
June 22, 2018
Influencer Marketing drives social change & product sales
The Body Shop’s Integrated International Brand Communications Director, explains how the cosmetic company harnesses influencer marketing at scale to both promote its 1,000 products and push for a global ban on animal testing in cosmetics.
Traackr has partnered with Scott Guthrie for the following interview. This forms part of our new global series “Influencer Marketing at Scale”. Other companies featured in the series include How Meliá Hotels International Scales Influencer Marketing Across 7 Brands and 4 Continents.
Dame Anita Roddick opened her first The Body Shop in Brighton, on the south coast of England in 1976. Today the British cosmetics, skin care and perfume company operate from 3,049 stores across 66 countries.
Last year the company was acquired by Brazil’s premier cosmetics company Natura after 11 years within the L’Oréal stable. However, The Body Shop retains its unique identity and values and continues to be based in the United Kingdom.
Influencing the Target Audience
Though currently selling a range of 1,000 products the pioneering company is as well known for its good-cause campaigning as it is for its cosmetics and skin care products. Its Against Animal Testing campaign led to a UK-wide ban on animal testing of cosmetic products and ingredients in November 1998, and the largest ever petition (four million signatures) being delivered to the European Commission in 1996.
In 1997, The Body Shop was the first international cosmetics company to sign up to the Humane Cosmetics Standard, supported by leading international animal protection groups. And in 2007 The Body Shop joined forces with MTV to raise funds and awareness about HIV and AIDS. he Body Shop has grown through word-of-mouth marketing. Anita Roddick really knew how to mobilize people whether it was British fashion designer Katharine Hamnett or US rock musician Chrissie Hynde on promoting the ban of animal testing in cosmetics.
To the Body Shop, everyone is an influencer. Our store staff are influencers. Peer-to-peer communication is very important. People look to their friends for advice. We have very strict criteria when it comes to working with influencers to promote our brands or social causes. We always say it’s not just about another pretty face it’s about finding someone who stands for something.
We undertake a lot of due diligence on potential influencers. We’ll always check they haven’t worn fur in the past, for example. That’s a huge thing. We also want to know whether they’re vegetarian or vegan. If they’re not that’s okay as long as they have a strong ethical reputation and they’re completely legitimate. We take influencer marketing very seriously. We’re so discerning about who we work with.We harness different types of influencer for different situations.
For our Forever Against Animal Testing campaign for instance we’ve worked with high profile influencers and celebrities. Maisie Williams from Game of Thrones posted a picture to her Instagram feed using the hashtag #foreveragainstanimaltesting. It generated 479,000 likes. Similarly, Ariel Winter from US sitcom, Modern Family, used the hashtag when she posted an image for our cause. Ariel’s photo prompted 240,000 likes along with thousands of positive comments
If you look at our Dare to Mask program which was all about promoting our face masks we used a lot of vegan influencers
There we tried to get people who had more of a lifestyle focus rather than just pure beauty. The brand team owns influencer marketing. We have a digital team, too. Brand works with digital on social media amplification. So, if we want to do a big push and put some paid media behind a certain project we’ll go to the digital team.
The brand team is typically more ‘owned media’ biased. The digital team is more ‘paid media’ focused. But we work together. Digital won’t engage with an influencer; they’ll ask the brand team to do that for them because we usually have the relationship already. It’s the brand team which owns the influencer budget, too.
Diversified Influencer Strategy
The influencer element is the largest spend of my marketing budget, we see that’s where we get a lot more engagement, visibility and awareness than other marketing tactics. Our insights team has done a lot of brand health studies showing there’s a need for influencer marketing. It is definitely a brand builder.
We are one central brand at head office here in the UK. We then have global zones: the Americas (the US, Canada and Latin America) EMEA and APAC. In terms of influencers we work very closely with the heads of each zone. Their jobs are to work very closely within their markets.
We don’t look to pure beauty influencers per se. We empower our local markets to select their own influencers who are the right fit for their market. We realize that you never benefit from a one-size fits all approach. You might get someone who’s absolutely amazing but she’s only known in a certain part of the world. And that’s perfect for that particular zone.
Source & Read More – Traackr