Works & Lush Bath and Body Lindsay, Alexa Strategic ... Site/Internet_Broadcast... · Most Actively Managed Platforms Bath and Body Works Instagram 6 Million followers 5254 posts
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Bath and Body Works & Lush
Strategic Scrutinizers: Liz, Lorrigan, Jaclyn, Lindsay, Alexa
Agenda● Red and green flags - project ● Bath and Body Works and Lush
○ Company overview ○ Red and green flags - companies ○ Goals○ AA○ Platforms - active and passive○ Links & nodes○ Most actively managed platforms○ SM content analysis○ Goal analysis
● Evaluation ● Winner & rationale ● Repair● Rejected solutions ● So what? ● References● Q & A
Red & Green Flags - Project
● Figuring out organizational goals for Bath and Body Works and Lush
● Presenting to senior leadership for “repair”
● Time
● Abundance of content readily available
● Familiar with brands
Logos
Company OverviewBath and Body Works
● Products○ Body Care○ Hand Soaps○ Home Fragrance ○ Gifts
● Organizational Structure○ L. Brands○ Headquarters in Ohio ○ Locations in 24 countries ○ 20,000 employees
Lush
● Products - handmade○ Bath and Shower ○ Hair ○ Face○ Body ○ Gifts
● Organizational Structure ○ Constantine and Weir - 1970s
(Constantine & Weir) ○ 1996 - Vancouver store○ Locations in 49 countries ○ 12,500 employees
Red & Green Flags - Bath and Body Works and Lush
Bath and Body Works
● Left-leaning ideologies/activism
● Lush North America vs. Lush UK
● Diverse: “open doors”
● L. Brands● SM for other countries
● Consistency - brand and tactics
Lush
Current GoalsBath and Body Works
● Maintaining brand image
● Increase revenue
● Creating memorable gift and self
care buying experiences
Lush
● Showcase ethical campaigns
● Gain revenue and promote
products
● Create homemade/sustainable
products
● Customer engagement
● Brand awareness
Audience Analysis (KISS)Know Infer So What? So What Not?
Bath and Body Works
-Mostly women-Middle class-Repeat customers
-Like a good deal/ bargain-Shop for others and themselves -Familiar with brand and products -Cyclical shoppers
-Advertise seasonal products (new fragrances, etc.) -Promote sales/ coupons -Be consistent and specific-Remain neutral
-Stray from brand-Leave loose ends -Under-communicate
Lush -Younger demographic (Gen-Z)-Mostly women
-Eco-friendly -Conscious shopper-Less aware of specifics
-Promote product specifics -Tell stories -Educate -Adapt to current events
-Stray from values -Fall into a strict routine
All Social Media Platforms (Active & Passive)
Bath and Body Works● Active
○ Instagram ○ Facebook○ Pinterest○ Twitter
● Passive○ TikTok
■ No Posts○ YouTube
■ Irregular posts■ Not frequent
○ LinkedIn ■ Irregular Posts ■ Not frequent ■ Some retail jobs are posted
Lush
● Active○ Instagram○ Facebook○ Twitter○ Pinterest○ YouTube
■ Weekly posts (at a minimum)○ LinkedIn
■ Multiple posts per week ■ Jobs posted (corporate and
retail)● Passive
○ TikTok■ Irregular posts■ Not frequent
Most Actively Managed PlatformsBath and Body Works
● Instagram○ 6 Million followers○ 5254 posts○ Content
■ Events, how-tos, news and information
○ High customer engagement● Facebook
○ 9.7 Million followers○ 10 million likes○ Content
■ News and information, events, and how-tos
○ Average customer engagement
Lush
● Instagram○ 4.3 Million followers○ 3684 posts○ Content (large variety)
■ People, Calls to action, Amusements, News/info, events
○ High customer engagement● Facebook
○ 1.2 Million followers○ 1.2 Million likes○ Content (large variety)
■ Calls to action, Amusements, News/info, events
○ High customer engagement
Links and Nodes - Actively Managed Platforms
Bath and Body Works Lush
Connections Matrix
Depth
Simplicity
Abundance
Reach
Social Media Content AnalysisBath and Body Works● Products● Creative crafts and wellness ideas● Promotional events and business
updates● User generated content
Lush ● Internally produced content● Social justice issues● Environmental awareness● User generated content
Social Media Content AnalysisBath and Body Works Lush
Social Media ContentBath & Body Works
Social Media ContentBath & Body Works
Social Media ContentLush
Lush
Social Media ContentLush
Social Media Strategy Analysis Bath and Body Works
Social Media Strategy Analysis Lush
Evaluation
Platform Evaluation ToolCriteria for Facebook B&BW Lush
Are we utilizing platform resources (stories, TV, Shopping)? (10 points) 10/10 10/10
Are our visuals appealing (to our audience)? (10 points) 10/10 10/10
Does our audience resonate with our content? (10 points) 7/10 10/10
Do the posts reflect our brands likeness? (10 points) 8/10 9/10
Is our audience on the platform? (10 points) 10/10 8/10
Are we engaging with our audience personally (responding)? (10 points) 7/10 9/10
Are we using this platform to align our coordinates properly? (15 points) 8/15 14/15
Do we vary in type of content? (10 points) 5/10 9/10
Does the platform link to necessary nodes? (10 points) 10/10 10/10
Does the platform provide measurements (mistakes, patterns, etc) that will guide us to make corrections? (5 points)
5/5 5/5
Total Scores 80/100 84/100
Platform Evaluation ToolCriteria for Instagram B&BW Lush
Are we utilizing platform resources (stories, TV, Shopping)? (10 points) 10/10 10/10
Are our visuals appealing (to our audience)? (10 points) 10/10 10/10
Does our audience resonate with out content? (10 points) 9/10 10/10
Do the posts reflect our brands likeness? (10 points) 8/10 9/10
Is our audience on the platform? (10 points) 5/10 10/10
Are we engaging with our audience personally (responding)? (10 points) 7/10 9/10
Are we using this platform to align our coordinates properly? (15 points) 10/15 15/15
Do we vary in type of content? (10 points) 6/10 9/10
Does the platform link to necessary nodes? (10 points) 6/10 6/10
Does the platform provide measurements (mistakes, patterns, etc) that will guide us to make corrections? (5 points)
3/5 3/5
Total Scores 74/100 91/100
Evaluation Scores
Bath & Body WorksLush
FB - 80/100
Insta- 74/100
FB - 94/100
Insta- 91/100
Winner & Repair
Winner - Lush
● Rationale:
○ Solid understanding of audience
○ SM captures brand, not products
○ Platforms - active on most, know which are their main focus
○ Varied content, platform-specific
● Improvements:
○ “Inclusivity” might actually be excluding those that don’t agree with their
values
○ Depth focused relationships with eco-experts, and engagement with
consumers.
Needs Repair - B&BW
● Rationale:
○ Content primarily markets products
○ Not forming relationships with customers (lack depth)
○ Goals instead of coordinates
● Positives:
○ Reaching some goals
○ Nice visuals
○ Responding to customers
Repair - Bath and Body Works
Business Goal Communication Goal Strategy
Maintaining brand image Depict the same uniformity as the last 30 years
Posting consistently
Post visuals of the consistent aesthetic.
Having a set timeline for posts (2 per day)
Add additional posts for holidays (target posts)
Repair - Bath and Body Works
Business Goal Communication Goal Strategy
*Increase revenue* Post products, promotions, coupons
Increase reach (several platforms) (including snail mail)
Posts targeted for gifts with coupons
User generated posts about purchases
Adding diverse content (cultural, political, social)
Diversify channels to engage with different audiences
Repair - Bath and Body Works
Business Goal Communication Goal Strategy
Memorable gift and self care buying experiences
Immersing the consumer in the buying experience
Promote gift sales
Offer engagement to consumers
Highlight customers on social media
Post user generated content regularly to engage customers on social media
Post promotional events to induce memory recall
Use platforms and posts to answer questions about products and business goals
Rejected Solutions
● KISS instead of AA chart
● Including all platforms in Links/Nodes web
● Explaining in detail the passively managed SM
● Giving improvements for winner (Lush)
● Focusing on Facebook and Instagram (top 2) instead of all
actively managed platforms
No S
M s
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gy is
perfe
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room
to im
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AA is crucial to strategy
development
Good goals don’t
necessarily make
good coordinates.
So What?
Referenceshttps://moneyinc.com/bath-and-body-works/ https://www.businessinsider.com/bath-and-body-works-success-store-photos-2019-6#children-of-the-90s-will-also-be-d elighted-to-find-the-occasional-classic-scent-like-this-cucumber-melon-hand-sanitizer--16https://www.dnb.com/business-directory/company-profiles.bath__body_works_llc.2fe52f3ccd2c1627e0c0a48dc4df8507.htmlhttp://www.acbreeze.net/facts-you-might-not-know-about-bath-and-body-works/https://www.shefinds.com/collections/7-surprising-facts-about-bath-body-works/#slide-8https://www.yahoo.com/news/14-things-didnt-know-bath-154306461.htmlhttps://www.popsugar.com/beauty/Bath-Body-Works-Facts-40738326https://www.countryliving.com/life/a38493/bath-and-body-works-trivia/https://www.thelist.com/53566/untold-truth-bath-body-works/ https://www.bathandbodyworks.com/https://www.facebook.com/bathandbodyworks/http://socialmediabrandreviews.blogspot.com/2015/02/how-bath-body-works-uses-social-media.htmlhttps://www.instagram.com/bathandbodyworks/channel/?hl=enhttps://twitter.com/bathbodyworks?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor https://www.byrdie.com/lush-cosmetics-interesting-factshttps://www.byrdie.com/lush-store-shopping-tips https://www.lushusa.com/stories/article_a-lush-legacy.html
Referenceshttps://au.lush.com/article/our-storyhttps://www.insider-trends.com/30-things-you-didnt-know-about-lush-cosmetics/ http://lynsayloves.com/20-fun-facts-about-lush/ https://www.byrdie.com/lush-cosmetics-interesting-factshttps://www.facebook.com/lushcosmetics/https://stackla.com/resources/case-studies/how-lush-cosmetics-uses-user-generated-content-to-transform-loyal-customers-into-an-engaged-community-of-brand-advocates/ https://digiday.com/marketing/lush-features-men-women-alike-marketing/ https://cmo.adobe.com/articles/2017/11/the-cmo-show-natasha-ritz-brand-communications-manager-lush-cosmetics.html#gs.it0037 https://www.insider-trends.com/inside-retail-strategy-lush/ https://www.elitedaily.com/p/these-amazon-prime-day-2020-levis-sales-feature-jeans-for-as-low-as-30-38548583
Q & A
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