Australia – As the Christmas countdown begins, beauty brand The Body Shop launches an integrated Christmas campaign to inspire customers to spread joy with purposeful gifts that give back through.
Developed together with Havas Group agencies, the new campaign aims to expand The Body Shop’s global self-love campaign that encourages customers to be ‘kind’ to themselves and to inspire ‘selfless love’ to others.
Titled ‘Spread the Love, Share the Joy This Christmas’, the positive activism campaign includes strategic media planning and buying through Havas Media Melbourne, earned and influencer via One Green Bean (OGB) with creative by Marilyn & Sons.
The media features high-impact formats on CTV and BVOD across YouTube and Spotify, and sponsorship of brand-aligned podcasts, as well as content partnerships with publishers. A full-funnel social strategy has been put in place to ensure the ‘Spread the Love. The ‘ Share the Joy’ message dominated Instagram and Facebook, while a competition, which invites customers to nominate someone who brought them joy in 2021, was designed to drive audiences to The Body Shop’s Joy Hub platform.
Shannon Chrisp, The Body Shop’s brand and activism director for APAC, shared that since its global ‘Self Love Movement’, the brand has encouraged many people to embark on a journey toward self-love.
“As an activist brand, we advocate the idea that you must first love and honor 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,” said Chrisp.
The campaign’s creative leads feature a colorful 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 also 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.
Caitlin Huskins, Havas Media’s digital integration director for Melbourne, shared that in creating the work, they needed to ensure that the brand is able to stimulate real connections through the activation plan.
“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 Huskins.
Meanwhile, Hannah Stalder, One Green Bean’s head of creative services, said, “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 encourage others to do the same by joining the movement on the online Joy Hub.”
