NMDL Class

1. Lush Cosmetics
Digital Media Strategy
By: Isabel Lopez

2. Company Background
§ Proud of handmade, natural products
§ Can name every ingredient in the
products
§ Free from animal testing
§ Known as a "Green" company
§ Well known for the "Bath Bombs”

3. Target Audience
§ Middle-age women
§ Environmentally friendly
§ Interested in buying natural cosmetics and spa products

4. Campaign
§ What are the small things that allow you to relax?
§ Goal: generate more traffic to the company website & social media
profiles in order to create buzz that increases Internet sales

5. The Big Idea: Relax
§ We live in a stressful world that is built around getting ahead
§ People don’t allow themselves to relax often unless they are on vacation
§ LUSH will promote relaxing at home

6. Tools & Tactics
§ Get people to take pictures or talk about the small things that help
them to relax at the end of the day whether it be a bath, a lit
fireplace, reading a book, etc. via Facebook, Twitter and Instagram.

7. Tools & Tactics
§ Pinterest will pair up with Bloggers for a contest that asks “Which LUSH
products is your favorite to help you unwind?”
§ Keywords would be used with Google AdWords.

8. Key Performance Indicators
§ Google Analytics
§ Google AdWords
§ Lush Company sales

9. The Budget
$200,000 for 4 Month Campaign
§ Promoted blog posts: $24,000
§ Labor: $168,000
§ Google AdWords: $1,536
§ Total Price: $193,536

10. Summary
§ Target social media site that consumers use
§ Relax
§ Facebook, Twitter and Instagram campaign
§ Blog and Pinterest contest
§ Google AdWords
§ Generate Internet Sales