LancĂ´me Loves St Jude A Case Study
Ilse Genovese Social Networking
Partnering with St. Jude • For 7 years since 2010 • Raised $12 mi since 2010 • Grandiôse Mascara campaign • “Genifique Day” • #LancômeGivesBack • #LancomeLovesStJude •
Costs $1.6 - $2.0 mi / day to operate St Jude
Partnering Philosophy • Like St. Jude, Lancôme believes in research and innovation that can transform lives • Beyond beauty there is health, and with health comes happiness. Both Lancome and St. Jude strive to provide moments of happiness
Charity @ Product Launches Examples • Grandiôse Mascara campaign • The “Genefique Day” campaign, 2012-2014 —— – Push donation as well as sales – Hallo effect – Lancome donate $7 / selected Genefique product purchased “Make a purchase, make a difference”
Lancôme Goes Social #LancomeGivesBack #LancomeLovesStJude
• With the “Hand Heart” campaign in 2015 • On Instagram (LancomeOfficial) and Twitter (LancomeUSA) • Designed to engage with younger. socially conscious demographic • Lancome donated $1 / post between Sept. 29 and Oct. 25, 2016
The Goals • • • • •
Identify new product users Teach “how to” Drive brand awareness Increase engagement with brand Influence philanthropic giving by appealing to younger millennials
The Marketing Strategy •
Conduct “on-and-off” and “always-on” campaigns for St. Jude (Art parties, Dream Dance, St. Jude Teen Formal; makeup artists) •
Focus on emotions and shared values while promoting the brand lifestyle
•
Increase customer engagement through social media
Some Facts • • • •
$12 million since 2010 $980 thousand from Genefique campaign (Sept. 2015) $20,000 from #LancomeGivesBack & #LancomeLovesStJude $1 / in-store and online purchase
Social • 18,448 posts #LancomeUSA • 1.2 mi followers (LancomeOfficial) • 300 following • 906 posts on Instagram (Dec.11)
Activity Examples
Evaluation Few data available to make impartial evaluation Appears successful in braodening customer engagement with charitable giving as well as the brand
Thank you