social media for cause marketing: look good...feel better with clarisonic
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Cause Marketing: A Case Study from Clarisonic
Blake Cahill President
Banyan Branch @bcahill
@banyanbranch
Gina Cuff Director of Digital
Marketing Clarisonic
@clarisonic
Banyan Branch • Confidential 2
TWO-THIRDS OF BRANDS NOW ENGAGE IN CAUSE MARKETING; SPENDING IS ESTIMATED TO REACH $1.7 BILLION IN 2011
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71% OF CONSUMERS ARE GIVING AS MUCH OR MORE NOW AS THEY WERE BEFORE THE RECESSION
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93% of consumers want to know what a company is doing to make the world a better place
87% of consumers would switch brands based on association with a good cause
50% of consumers would pay more for products from brands that support causes
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MILLENNIALS PREFER ACTIVE ENGAGEMENT IN CAUSE MARKETING AND 37% ARE DRAWN TO PRODUCTS CO-BRANDED WITH CAUSES
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• 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 cards
Banyan Branch • Confidential
Case Study: Yoplait’s Save Lids to Save Lives
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• 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 Twitter
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THE CLARISONIC JOURNEY
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At Clarisonic, giving back is not simply a marketing initiative. It’s part of our DNA. And its origins are personal.
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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.
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And so the journey began to find the perfect partner...
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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..
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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.
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• 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.
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• 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.
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• Facebook Likes • Facebook interactions • Increase in new demographics in fan base • Overall mentions • Resulting donation to LGFB
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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 LGFB
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Results • Average daily page views
increased by 433% to 2,247 • Facebook fans increased by 82%
to 69,786 • Facebook fan base expanded
beyond the typical affluent woman
• Over $30,000 raised for LGFB from Facebook campaign alone
Average daily new “likes” increased by
1,414% to 530
Average daily active users increased by
83% to 7,257
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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 LGFB
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Results • Average daily page views
increased by 305% to 1,553 • Over $30,000 raised for Look
Good…Feel Better
Average daily new “likes” increased by
1,467% to 768
Average daily active users increased by
39% to 107,441
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The success of the Clarisonic Look Good…Feel Better cause marketing efforts has lead to significant recognition:
One of 20 “awesome” Facebook fan pages.
One of the top 15 Facebook fan pages.
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Questions