01
BACKGROUND
Christmas is the most competitive time in retail. Brands need to be authentic, and act with purpose to stand out to todays youthful shoppers.
The Body Shop is the original purposeful brand - 80% of youthful shoppers buy from brands with values - so we had the products, the ambition and the values to deliver! But how to say it?.
02
STRATEGY
Every year The Body Shop partners with a charity, and 2020 was no different. The Body Shop UK partnered with End Youth Homelessness and pledged to donate money to support women.
03
ACTIVATION
Female homelessness is an ‘unseen’ problem - you have to see it to understand it.
These stories were so powerful, that only a content series would do them justice. Working with Channel 4 and TCO, we created ‘Unseen Kingdoms’ - a series of films, where women affected by homelessness were partnered with spoken word poets to turn their experiences into powerful, emotive poetry.
These stories then became The Body Shop’s first ever Christmas advert, broadcast across the Channel 4 network - and a social content series, released as video posts, IGTV, Stories and a 10 minute YouTube film created thumb-stopping experiences for our audience.
With GoodLoop we extended our campaign further whilst continuing to focus on a young, female ethical audience. And a partnership with The Big Issue ensured our campaign supported those that champion the plight of homelessness.
04
RESULTS
The content spoke for itself. Comments included: “This is amazing. So powerful” and “Absolutely brilliant. What a great campaign and cause”
Although many stores were closed due to Lockdown, the campaign drove shoppers online and to ‘At Home’ consultants, both of which delivered significant YoY sales growth. This enabled The Body Shop to make a significant donation to End Youth Homelessness.