Beauty brand Clarisonic used a cause marketing campaign to substantially increase traffic to its Facebook page, contributed to doubling unit volume of its skincare brush product, and resulted in a more than $1 million contribution to Look Good…Feel Better, which hosts self-help beauty workshops to help improve the self-esteem and quality of life for people battling cancer. Clarisonic Director of Cause Marketing Lou Yaseen, describes the campaign in an interview with eMarketer.
The goals? Adding a social media layer to Clarisonic’s more traditional cause marketing for the nonprofit, to increase awareness of its own brand and Facebook page, as well as raise money and support for Look Good…Feel Better. Clarisonic also wanted to drive sales of the special products, such as Pink Clarisonic products, that benefit the organization, and to expand its marketing beyond its typical audience of affluent women.
The partnership with Look Good…Feel Better made sense for the Carisonic brand because both the non-profit and Clarisonic were focused on a message of empowerment, according to Yaseen.
The campaign: During October 2010, Breast Cancer Awareness Month, Clarisonic launched a campaign in which the company donated $1 for every new “like” the Clarisonic Facebook page received. Clarisonic bought Facebook advertising at the start of the campaign, spread the word via email blasts, Twitter, YouTube and its own blog, Sonic Chatter; Look Good…Feel Better used email, its Facebook page and Twitter. A tab Clarisonic’s Facebook page encouraged fans to send email messages, post on their friends’ walls and participate in polls. Other parts of the page continued to focus on matters related to Clarisonic, its products and messages of empowerment.
After the 2-month “like” campaign ended, Clarisonic continued initiatives to keep fans interacting with the page, including auctions of celebrity-signed products and continued postings about its ongoing support of Look Good…Feel Better.
The results: The “like” campaign itself generated $30,000 for the program. (In total, the company donated more than $1 million to Look Good…Feel Better in 2010.) Average page views for its Facebook page increased 433%, to more than 2,000 a day, and the number of fans increased by 82%, to nearly 70,000, over the course of the campaign.
Most importantly, unit volume for the “Hope” edition of its Mia skincare brush more than doubled over 2009. “I don’t know if you can directly attribute it to the ‘like’ campaign,” Yaseen said. “But we certainly had substantial increases of our limited edition products over the previous year, and Pink product sales in general.”
eMarketer has more details, and a link to a longer version of the article for Total Access clientsl