“Nature’s Way to Beautiful”:

The Body Shop launched its new global website & two new product ranges in August 2008
(Materials)

In accessing a global market, while facing the fear of sales declines in the face of intensifying competition, The Body Shop was launching its new global website and two products ranges: Wellbeing and Nature’s Mineral Make-up. In recognizing the growing heat in cyber communication, The Body Shop approached bigmouthmedia to raise consumers awareness and gauge public participations before the launch.
The Objectives of the campaign are:
• To enhance the awareness of consumer of TBS’s new global website by the campaign “Nature’s Way to Beautiful”.
• To reinforce the favorable image of TBS on it’s green corporate image.
• To organize the online launch of two brand new products lines: Wellbeing and Mineral Make-up.
• To promote the awareness of the new product branches.
• To achieve global online media coverage.

To achieve these objectives, bigmouthmedia immediately conducted a brand perception audit in order to know what has been already said about The Body Shop online and identified the key online opinion leader in the beauty and cosmetic industry.

After the research of the perception of consumer, The Body Shop decide to launch an online social media campaign about The Body Shop’s new global website and two new product ranges. This campaign is set up in order to engage with many stakeholders and consumers globally. And as a result, the bigmouthmedia online PR team was able to engage with stakeholders and consumers across the world on a daily basis, and generate news and discussion and gauge feedback.

Through out the campaign, we could see that the theme of the message is communicating the green and social responsible image of TBS by the new website and products. The campaign focus on THB’s corporate values instead of introducing a specific kind of products. By focusing on its value, TBS is involved with in order to reaffirm TBS’s ethical roots.

The program of The Body Shop are undertaken as:
• Social networking with key online opinion leader of cosmetic and body care product.
• Blogger outreach work.
• Promote online community participation.
• Distribution of PR’s and social media news releases.
• Air new TV Commercial.

To evaluate the campaign for the duration of the month, the campaign had successfully driven increasing clips on the new website, and the target consumers have an effect spent increased time on the site. From the statistic of bigmouthmedia:

• 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.
• One of the highest ranked blogs within Technorati’s top 100 blogs ran the story. The blog has a readership over 10,400 readers.
The materials I choose to analysis for this campaign including one TV commercial which have been aired in the U.K, HK, and Korea. And I will analysis the TV commercial while engaged with two press releases of The Body Shop’s “Nature’s way to Beautiful” later.

Press Releases Link:
Nature’s way to beautiful:
http://www.thebodyshop.com/_en/_ww/services/pdfs/PressRelease/tbs-natures-way-to-beautiful.pdf?
Wellbeing Range:
http://www.thebodyshop.com/_en/_ww/services/pdfs/PressRelease/tbs-new-wellbeing.pdf?)

Material Sources:
Bigmouthmedia Online PR: http://www.bigmouthmedia.com//
The Body Shop Media Center:
http://www.thebodyshop.com/_en/_ww/services/aboutus_media-centre.aspx