The beauty and personal care brand The Body Shop India stands for gender equality and women empowerment. Recently, the brand announced its partnership with Plan International, a global non-profit organisation, which is leading the movement to campaign for the rights of young women and girls, to take their fight against gender inequality a step further.
To create a buzz around the campaign, the brand executed an event inviting powerful women including Anuja Bansal, Executive Director, Plan International India, Dr Niharika Yadav, Professional Super Biker, Anju Mangla, first female police superintendent of Tihar men’s jail and Vankadarath Saritha, first female DTC bus driver in Delhi, who broke the shackles of gender stereotyping.
The brand’s VP, Marketing, Merchandising and eCommerce, Harmeet Singh talked to them about their inspirational stories of struggles and success.
The Body Shop brand ambassador Shraddha Kapoor posted about the campaign #DreamBig on her social media handles, further fueling the amplification plan around the campaign.
The Body Shop even invited a few niche female influencers to the event, who posted pictures from the event to amplify the campaign message.
Influencer post from the event:
Some Instagram highlights from the event
https://www.instagram.com/stories/highlights/17880347683479930/
Shradha Kapoor’s Instagram post:
The campaign garnered a whopping 26.5 million+ reach on Instagram and the brand had to just spend close to Rs 3-4 lakh for inviting the influencers to the event. As Shraddha Kapoor is the brand ambassador, the company did not have to spend anything extra for her post.
Sheeko Brandscore graph of the brand’s performance on Instagram in one year:
From the chart, it is clear that The Body India is a true believer in influencer marketing. It has been doing massive influencers marketing campaigns starting in August 2019 as depicted in the spikes in the graph.
The Body Shop India is also urges their customers to contribute towards by making small voluntary donation on the transactions at The Body Shop stores and online on www.thebodyshop.in from December 2019 -January 2020 proceeds which will go towards to Plan International's India project Saksham-an initiative to enable disadvantaged young women, to escape poverty and become economically secure by equipping them with essential life and market-oriented vocational skills.
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