CSR CAMPAIGN
Rui, Micayla, Elena
PDGM 5120, Fall 2014 1
RUI
MICAYLA
ELENA
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WHAT IS BIRCHBOX? Surprise & delight
Expert curation
Inspiration
Discovery e-commerce Novelty
Community
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Research suggests that there is a well-established link between shopping and a heightened sense of happiness.
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OUR CUSTOMER INTERVIEWS CONFIRM THE SAME “My friends love opening a Birchbox box. It is changing the way people are buying things.”
“I just like not knowing what I am going to get every month. I am a product junkie. I like trying new things.”
- Diddy
- Fiona
“They have very nice packaging. Last month they had a special anniversary packaging, a fancier box. They do a good job.” - Vidushi
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Reach women across the US and make a positive social impact.
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WHAT IS A CSR CAMPAIGN? GREATER GOOD ACTION POSITIVE EFFECT 7
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33% of young women are dissatisfied with their looks, up from 26% in 2012. Girls’ Attitude Survey, Girlguiding
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41% of 18-to 24-year-olds retouch their own photos before posting them to social media. SheKnows
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“50% claim the use of social networks like Facebook and Twitter makes their lives worse” The University of Salford, UK study on social media’s effects on self-esteem and anxiety
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SUCH HAPPINESS WEARS OFF EVENTUALLY... 12
Guilt for accumulation, overconsumption and waste is a growing trend
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Millenials are driving an ever growing trend of capitalism with a conscience.
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A MORE LASTING HAPPINESS? 15
WHAT IS HAPPINESS, ANYWAY? IN YOUR CONTROL: thoughts, actions, behaviors
genetics
40%
50%
10% circumstances
Source: research conducted by Sonja Lyubomirsky, a psychology professor at the University of California, Riverside
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40% IS UP FOR GRABS!
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New Experiences
Being grateful
LASTING HAPPINESS Helping others
Source: happify.com
Nurturing Relationships
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Dwelling on the moment
Use all senses
SAVOR EXPERIENCES Share with someone else
Source: happify.com
Pay attention to little details
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HAPPINESS IS A SKILL THAT YOU CAN DEVELOP 21
BIRCHBOX WILL HELP YOU DO JUST THAT! 22
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HAPPINESS BEYOND THE BOX Society h Birc
b o x C o mmunit
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Customer
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B*HAPPY MESSAGES Society chb r i B
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Customer
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INSPIRATION AND MOTIVATION • Beautifully designed to appeal to all senses • A reminder of something to be grateful for • Experiential treat Customer
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#BHappy INSPIRATION WALL Society chb r i B
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LET’S TALK HAPPY! • Share and interact • Daily inspiration • Power in numbers • Nurture relationships
chb r i B
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B CAUSE INITIATIVE Society chb r i B
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Customer
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GIVING FEELS GREAT! • Natural way to boost happiness • Supporting customer by supporting causes they care about • Opportunity to share and interact
Society chb r i B
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Customer
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WHAT ABOUT THE BUSINESS SIDE?
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HAPPINESS IS GOOD FOR BUSINESS! • Customer loyalty • Stronger community • Brand at the center of conversation • A more fulfilled society • An example to follow
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