How One B2C Leveraged Social Good to Increase Ecommerce Sales
Introducing a whole new customer segment to your brand can be a challenge for marketers. Especially when your brand transitions from catering solely to professional specialists to the general B2C market. That’s the challenge the team at mybody skincare faced when they were looking to expand from selling to physicians to also selling directly to consumers.
Abby Traister, Vice President of Marketing, and Mike Nelson, Marketing Director of Online, both of mybody skincare, sat down with Daniel Burstein, Director of Editorial Content, MarketingSherpa, in the MarketingSherpa Media Center at IRCE 2015 to discuss how the company used a combination of social media virality and support for a good cause to introduce this brand to its B2C audience. By supporting a charity that was personally related to mybody skincare’s founder, the company was able to do good while introducing its brand in an authentic way.
According to Abby, mybody skincare had only marketed to physicians prior to March 2015. Around that time, a B2C ecommerce site was introduced but it wasn’t seeing as much traffic as the mybody skincare team wanted. The team then saw an opportunity to combine its dedication to philanthropy to promoting its new product line.
The company’s founder, David Watson, is a chairman on the board for the charitable organization Bring Change 2 Mind, which works to end the stigma and discrimination surrounding mental illness. Because the company had a personal connection to this organization, it decided to partner with Bring Change 2 Mind and donate a percentage of mybody skincare’s new product online sales to support this organization.
“A lot of people wanted to get involved, and so it was a great way to get our products out there in the hands of the consumers who have never heard of us before, drive traffic to our site and help a good cause all at the same time,” Abby said.
The team coordinated this effort to run heavily the month of May, which is Mental Health Awareness Month, when it would have the greatest reach.
“As we were getting closer to this month of awareness, we said, ‘Hey what can we do to encourage people to buy more products so that we can give back more to you guys.’ So that’s when we really upped the ante to 20 percent,” Matt explained.
To promote this partnership, the marketing team at Bring Change 2 Mind sent out a specialized email blast to its audience, mybody skincare pushed the effort on its social media and the two companies both shared a moving video that went viral. mybody and Bring Change 2 Mind also had the honor of attending Variety’s 2015 Luncheon in New York, which was also attended by Kim Kardashian and four other celebrities.
Watch the below video to learn how dedication to social good resulted in increased ecommerce sales for mybody skincare.
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