Case Study: Social media

Manufacturer and retailer of natural, ethically produced cosmetics products with over 2,400 stores in 61 countries.

Summary
1 Devised an innovative social media
strategy to assist in launch of a new
global website and two product ranges.

Social media campaign proves the 2 More than 71,000 full page reads of
online press releases were triggered.

natural choice for The Body Shop 3 Coverage ran on 17 influential blogs and
achieved offline press attention.
4 One of Technorati’s top 100 blogs with
readership of over 10,400 ran the story.
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:

1 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.

2 To organise the online launch of the two new products; Wellbeing and Nature’s Minerals
Make-up.
3 To raise awareness of new products.
4 To achieve global online media coverage.
 Case Study: Social Media

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 focussed 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.

Want to know more?

Speak to a bigmouth today, email hello@bigmouthmedia.com
or call 0845 130 0022 for more information on our online PR
and social media services. For more information go to
bigmouthmedia.com

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