THE BODY SHOP: CONTENTS TO DRIVE A SOCIAL CHANGE

Semiotics have goals and main goals. Usually the goal is to excite while the main goal is to sell. There are cases like social causes, where the two terms tend to overlap.

By putting its social mission at the core of its content and campaigns, The Body Shop hopes to connect with likeminded consumers. Numerous studies, including Havas’ 2017 Meaningful Brands Index, and have found that brands that lead with their values are more likely to earn customer loyalty and wallet-share.

The Body Shop is aiming to change that with its just-launched global Forever Against Animal Testing campaign. It’ll run for two years, through 2019, with content consistent across the globe.

Email and social media will be key distribution channels. The Body Shop is teaming up with influencers, including “Game of Thrones”‘ Maisie Williams, to spread the word through social media. It will also turn hard-hitting facts and statistics into content that will live on YouTube, Instagram, and Facebook.

The main goal is to collect eight million signatures to petition the United Nations to ban animal testing globally in the cosmetics industry, with 800,000 of those signatures coming from the U.S.

The Body Shop was the first global cosmetic brand to fight animal testing. Other major initiatives included Save the Whales with Greenpeace in 1986, as well as bringing 7 million signatures to the United Nations in 2012 to end sex trafficking of minors.

The Body Shop’s content strives to inform current customers about its history and raise awareness for the work they do. The majority of its global content marketing focuses on its corporate social responsibility programs and social good messaging.

Social media is key for the company, and YouTube is as an especially strong channel.

One ongoing video series is tutorials for upcycling Body Shop packaging into creative, new items.

Another series details from where The Body Shop sources ingredients and packaging, like paper from the Himalayan Bansbari community, and tea tree oil from the foothills of Mount Kenya.