"Something the past couple of years have taught us is the value of human connection and small acts of kindness."
The Body Shop has launched an integrated Christmas campaign to inspire customers to spread joy to more than one this festive season with purposeful gifts that give back, via a media and earned and influencer campaign through Havas Group agencies.
The positive activism campaign, Spread the Love, Share the Joy This Christmas, includes strategic media planning and buying through Havas Media Melbourne, earned and influencer via One Green Bean (OGB) with creative by Marilyn & Sons.
This 2021 Christmas campaign expands The Body Shop’s global self-love campaign that encourages customers to be kind to themselves, and to inspire selfless-love by being kind to others too.
Media included high impact formats on CTV (connected TV) and BVOD, across YouTube and Spotify, as well as sponsorship of brand-aligned podcasts, and content partnerships with publishers around the positive activism campaign theme.
A full funnel social strategy ensured the ‘Spread the Love. Share the Joy’ message dominated Instagram and Facebook, while a competition inviting customers to nominate someone who brought them joy in 2021 was designed to drive audiences to The Body Shop’s Joy Hub platform.
Creative leads with a colourful 30-second video that puts a lively spin on the illustrated global creative, using animation over live action to spotlight acts of kindness and giving from friends, teammates and strangers.
The multi-faceted earned and influencer approach saw The Body Shop join forces with ‘Joy Squad’ ambassadors and charity partner Little Dreamers to shine a light on the estimated one in 10 selfless children and young adults in Australia who provide unpaid care to a family member.
Shannon Chrisp (she/her) APAC Brand & Activism Director – The Body Shop, said: “The Body Shop has spent the better part of this year encouraging people to embark on a journey toward self-love through our global Self Love Movement. As an activist brand, we advocate the idea that you must first love and honour yourself in order to give back to the world and create true change. And now, we are asking our joyful collective to channel their self-love into selfless acts of love and kindness – to flip their internal focus outward in order to spark a joy movement this holiday season.
"Something the past couple of years have taught us is the value of human connection and small acts of kindness. Our Christmas campaign celebrates that – bold, joyful connections that raise a smile.”
“Christmas has always been a time where The Body Shop owns gifts with a bigger purpose with a pledge to give back. This year was fraught with many challenges to both the need’s state of the consumer and the category in Australia. We needed to ensure The Body Shop could forge real connections through the activation plan; joyful, powerful partnerships; and networks of support, in a time where consumers are more conscious than ever. A collaborative effort through Havas Media, OGB and Marilyn & Sons to build a meaningful plan through joyful creative, influencer content and media partnerships has built a true connection with our target audience, encouraging viewers to share joy to more than one through The Body Shop,” said Caitlin Huskins (she/her), Digital Integration Director Havas Media Melbourne.
“The Body Shop is a purpose led business, and it is paramount that we demonstrate this through influencers and PR. We set up a diverse and creative Joy Squad of ambassadors including media personality Abbie Chatfield, comedian and singer Em Rusciano, LGBTQIA+ activist Deni Todorovic and Indigenous Healer Allira Potter. Through the content they share their missions to spark a joy revolution via in-person surprise and delight and online activity, and encouraging others to do the same by joining the movement on the online Joy Hub,” said Hannah Stalder (she/her), Head of Creative Services One Green Bean.
“Activism is in The Body Shop’s DNA and as a long term partner we’re hell bent on making sure that never takes a back seat, especially at Christmas. The trust and partnership among The Body Shop, ourselves and the Havas Group is key to this, because we’re able to adapt the global creative to make an impact in our market and make the most of the media plan,” says Gavin Willemsen (he/him), Marilyn & Sons Creative Director.
Credits
Client: The Body Shop
Media Agency: Havas Media Melbourne
PR Agency: One Green Bean
Creative Agency: Marilyn & Sons
