Be exclusive, Be Devine, Be yourself.
The Body Shop White Musk Social Media Campaign
Problem: The Body Shop launched the brand’s iconic fragrance White Musk in 1981 along with the brand’s overarching position and aims to to strive for gender equality. But in Japan there has been little change.
Challenge: Gender equality is fundamentally not part of Japanese culture.
Target audience: Young, educated, ethically-engaged women aged 18-34.
Task: The body shop can be seen as a key voice in the conversation around gender equality. Awareness of White Musk Sales of White Musk. The client would like to see the use of partnerships, KOLs, collaborations.
Research
Brand personality: A proponent of social responsibility and practicalism. A green company. It actively promotes physical and mental health, environmental responsibility, charity activities and women's issues.
Target audience profile:
Most women do not accept and internalize female objectification.
For advertising campaigns promoting feminist, the reactions were rather positive. Many of the female audience commented that the commercial is “relatable”, “encouraging” and even “emotional” for them.
Media platform:
The most-used social media platform in Japan is Youtube, with 74.3% of the Internet users.
For Facebook ads, female users are more likely to click into it than male users In Japan. Two big changes that we saw in the demographics of Twitter in Japan in 2020:Increased number of female users(in 2019 platform was slightly more popular among men). Huge increase in the number of users in their twenties. Twitter seems to be a great platform for reaching female users between 20 and 40 years old (university students, young professionals, new mothers, and housewives)
Client /
The Body Shop
Role /
Strategist
Agency /
Dragon
One
Studio
Year /
2021
Insight:
Girls can do anything, but it’s often overlooked in Japan. We should encourage women to pay more attention to their feelings and express themselves.
SMP:
Musk white is dedicated to supporting women's power to Be bold, Be Devine, Be yourself.
Big idea: Find your inner diva with the body shop.
Solution:
Cooperate with KOLs representing literature, sports, fashion, and other fields to shoot video advertisements. The female images in the film can be selfless female nurses, female drivers, new mothers who are discriminated against in the workplace... The film aims to discuss women's age anxiety, body anxiety, occupational discrimination and other issues in depth. According to research, the video will be posted on Youtube, Facebook and Twitter to get the largest female audience to watch.
On International Women’s Day, in cooperation with the Japan Women’s Development Foundation, the body shop launched the "Women in the Workplace " campaign. Post topics such as "Challenging moment by Women Employees", "Find Your Scent for the Workplace" on social media. The top 50 post publishers will get free Musk White samples. The campaign aims to convey that The body shop is committed to helping Japanese women get more employment and entrepreneurship opportunities and more equal development space.