By Jacqueline Klaus
Have you ever wondered what attracts you to a brand? Do you research ethics and company values or are you focused on sales and promotions? That was the first question I asked myself – what draws me in? What makes me want to shop there?
I have retail experience, so I took a step back and read Mark Schaefer’s blog post, Your marketing strategy is not a decision. It’s decided for you. This blog post explores the reasons why you market the way you do, and that it is completely reliant on where you stand in the industry. He says, “Focus on where you can actually maneuver in your marketplace, rather than the large number of options that probably won’t make a material difference to your business.”
I have my favourite brands, and applying Mark’s logic to this makes perfect sense! He refers to Chev using comparison ads to the leader in the industry – Ford – whereas if you were the leader, you probably wouldn’t be using that sales tactic. Which is why Lush Cosmetics #KeepItOn campaign caught my attention.
Lush is a “fresh homemade” skincare, makeup line that lets their customers indulge even online. They can be found on Facebook, Instagram, YouTube, Pinterest, Twitter, and Google+. Lush operates off of six basic principles:
- Their ingredients are made fresh and all products have an expiry date on them.
- The products are all handmade in two factories within Canada
- They have a naked policy where little to no packaging is used for their products
- They practice ethical buying (like employing non-profit organizations to make their bags), don’t test on animals and only work with companies who don’t.
- They’re 100% vegetarian and around 80% of their products are vegan.
If you aren’t convinced to shop there yet…it gets better. They take a stand and stay true to their values. The company was created in 1995 in England, was built on transparency and now has 700 stores in over 40 countries.
Lush’s most recent content marketing campaign asks their customers to #KeepItOn. This campaign is focused on internet rights. Below is an image of their homepage. On the landing page it looks like you lost connection to the internet – think that’s a mistake?
#KeepItOn is built based on facts, it’s conversational, simple and concise. Why do I think this is so brilliant? Lush took things a step further and created a product to help make their goal a reality.
The tweet above shows one of their supporting products. On the right you’ll find the article it links to. I really enjoy the first line, “Who knew a bath bomb could fight against government-enforced internet shutdowns?” You’ll find a similar approach on Facebook:
Why do I find this so compelling? The campaign is based on facts, is consistent across platforms, and it empowers their customers to make change happen. This is what will make your company a leader within your industry, while others try to catch up.