In 2020, beauty and wellness company The Body Shop wanted to thank healthcare workers for their dedication.
Question:
In 2020, beauty and wellness company The Body Shop wanted to thank healthcare workers for their dedication. To do that, decision-makers at the company decided to start a campaign: "Time To Care". This initiative supports health, wellness, and kindness. The Body Shop's North American teams partnered with shelters and assisted living communities to donate cleansing supplies, like body and hand soap. The company promotes practicing self-care, so they wanted to make that experience accessible to everyone. Next came the #TimeToCare portion. Like Billie, The Body Shop has a supporting hashtag. The company takes part by posting valuable content about taking care of yourself in healthy ways. Giveaways for self-care bundles are also coordinated with the hashtag. Hashtags spread the word of initiatives and promote a sense of inclusion between companies and customers. A global brand like The Body Shop can use its social media accounts and corresponding hashtag to keep their entire community informed about ways to help. So far, The Body Shop has donated over 4 million dollars' worth of their products around the world. Care packages with shampoo, conditioner, and shower wash support healthcare workers, volunteers, and those that require assisted living. The brand is using their global presence and product offerings to make a difference.
With reference to the case study above, discuss the type of corporate advertising the Body Shop used for its campaign.
Law Business And Society
ISBN: 9781260247794
13th Edition
Authors: Tony McAdams, Kiren Dosanjh Zucker, Kristofer Neslund, Kari Smoker