Alycia DaileyMRKT 0328

INNOVATION IN ADVERTISING

“OPEN FOR BEAUTIFUL”

BROADCAST MEDIA

Birchbox has a “test-and-learn approach” to it’s TV ads, an approach added to the marketing mix in 2014. The goal is to attract new audiences, which could extend to print and outdoor campaigns depending on its success.

• Birchbox targets new audiences by offering a refreshing way to test beauty without high pressure sales people

• There’s a better way to beautiful- have personally curated products to delivered to your door.

MARKETING CONCEPT

• Women- millennials & up• Middle class• Online shoppers &social media savvy• Interested in trying luxury samples w/o

commitment.

TARGET MARKET

• 30 second spot developed by M&C Saatchi• Broadcast in the top 50-100 target market

areas, including New York, Atlanta, Boston, Chicago, and San Francisco.

• The spot runs an average of 55 times in a 24 hour period on as TLC, Hallmark Channel, FOXMundo,

• National airing 3,955 times*•Source: http://www.ispot.tv/ad/73_K/birchbox-a-better-way-to-beautiful#moreData *as of 8pm10/4/15

CAMPAIGN

COOPERATIVE ADVERTISING

Birchbox partners with icons in television and pop culture, fashion, design and art. Cooperative advertising partners include:

PRINT ADVERTISING• Women’s Health• Glamour• Harper’s Bazaar

BROADCAST ADVERTISING• “Gossip Girl” (CW)• “Suits” (USA)• “Mad Men” (AMC)• “The League (FXX)

ADVOCACY ADVERTISING• Women’s Health Box• “Tiny Tweaks, Big Results”• A wellness box for women to

look and feel their best.• Premium included free 1 yr.

Women’s Health subscription

“The box we partnered on delivers the smart, simple solutions and actionable advice that our readers and Birchbox’s network of women crave.” -Michele Promaulayko, WH Editor in Chief

Birchbox ‘bakes’ content into the product experience for subscribers to discover and try.

The boxes function as a magazine with product samples standing in as pages. The editorial helps subscribers get optimal usage from the products.

Advertisers rent space in the box for their products and discovery commerce begins.

Birchbox.com is the inspiration source for tutorials, reviews (that earn discounts) and to purchase full sized products. User generated content helps promote Birchbox’s marketing message while engaging and attracting more audiences.

CONTENT MARKETING

“Traditional marketing talks to people. Content marketing talks with them.” - Doug Kessler

Birchbox Man editorial- content that is “personal, shareable, and share-worthy”

“Birchbox’s content marketing strategy targets the millennial generations Achilles’ heel: the fear of missing out…” –Stephanie Walden, 5 Businesses That Rock Content Marketing, mashable.com

“Birchbox is uniquely positioned to associate themselves with something as forward thinking and unique as a Cardboard without it seeming like a

crass gimmick, I think it’s a brilliant and well-timed move.” -Josh Payton, VP of User Experience at Huge, for adweek.com

MARKETINGCONCEPT:

Birchbox engages their target audience of male subscribers to discover new worlds with their products and cutting-edge technology- a virtual reality viewer

TARGET MARKET Males- millennials and upMiddle ClassOnline shoppersSocial media & tech savvyCAMPAIGN VR company, River created 4 different experiences for subscribers.The content was featured in Birchbox Man, August 2015 edition.

CONTENT MARKETING

“Brave New Worlds”Birchbox Man

Virtual Reality Trial

ONLINE ADVERTISING

“Birchbox is native advertising on steroids…”-Dr. Paul Marsden

Digital Intelligence Today

Native advertising blurs the line between advertising and content. It’s deemed ‘native’ because it matches the platform that it appears on. Birchbox uses it on social media to market engaging content while building trust with new audiences.

Instagram and Pinterest are the most popular platforms for native advertising; recent studies indicate a 65% retention rate for visual information versus 10% retention for text based data.

Pinterest has 70M users-80% women, who view 2.5B pages for month. Birchbox’s large presence on these platforms informs, persuades, reminds viewers of its service while giving new audiences the chance to subscribe.

Source: www.sharethrough.com/2013/05/infographic-native-advertising-effectiveness-study-jb-jpb-media/fab

WORKS CITED

Cover photo from London taxi 2015 campaign- from whocancutit.co.uk. Accessed 10/2/15 Tv spot video- http://www.ispot.tv/ad/73_K/birchbox-a-better-way-to-beautiful#moreData. Accessed 10/4/15 Virtual Reality Clips and Info-http://www.adweek.com/news/technology/birchboxs-monthly-deliveries-will-give-virtual-reality-fascinating-test-

run-165864 Accessed 10/4/15 http://www.woothemes.com/2015/07/content-marketing-industry-ideas/ Accessed 10/5/15 http://www.inc.com/anita-newton/what-exactly-is-content-marketing-and-why-do-you-need-it.html Accessed 10/4/15 http://mashable.com/2013/11/06/small-business-content-marketing/ Accessed 10/5/15 https://www.birchbox.com/about/press/news/all Accessed 10/2/15 http://www.adweek.com/news/technology/womens-health-got-43000-new-subscribers-after-sponsoring-birchbox-package-160445 Accessed

10/15/15 http://mashable.com/2013/11/06/small-business-content-marketing/#cMb80O.oXqqa Accessed 10/12/15 http://adage.com/article/news/women-s-health-mag-partners-birchbox-april-edition/240138/ Accessed 10/2/15 http://digitalintelligencetoday.com/birchbox-is-native-advertising-on-steroids-is-this-the-future-of-content-marketing Accessed 10/4/15 http://catalog.flatworldknowledge.com/bookhub/reader/25?cid