The Body Shop shows that by using social media to link a charitable cause to the brand, a company can strengthen its ethical image. The Body Shop uses its Facebook page to promote its “STOP” campaign and is able to effectively position itself as a socially responsible company.
The Body Shop encouraged its customers to sign its “Stop Sex Trafficking” petition. It charted the progress of the campaign on its UK Facebook page which culminated in the petition handover at Downing Street on the 12th May. Body Shop UK used Facebook to regularly update consumers on campaign developments and posted pictures of activists and The Body Shop staff getting involved, as well as links to interviews with celebrities, such as Martine McCutcheon, who are connected with the campaign.
WaveMetrix analysis shows that consumers readily engage with The Body Shop’s support for a charitable cause on Facebook. Consumers see the issues raised by the “Stop Sex Trafficking” petition as very worthwhile and important. In comparison to other posts, when consumers respond to posts on the petition they are much more likely to comment on the ethical nature of The Body Shop. Publishing The Body Shop’s real world involvement with the cause on Facebook strengthens the ethical image which has long been associated with The Body Shop brand. However, unlike Levi’s WaterLess campaign, consumers do not link The Body Shop’s campaign back to its brand and products.
Posts on the “Stop Sex Trafficking” campaign increase consumer belief that The Body Shop is ethical:
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- The Body Shop’s posts on the “Stop Sex Trafficking” petition lead consumers to perceive it as ethical: All consumers responding to these posts associate The Body Shop brand with the ethical side of corporate responsibility. This shows The Body Shop effectively uses Facebook as a platform for harnessing general consumer concern with a very serious issue. They react extremely positively and praise The Body Shop team and other activists for their involvement with the petition
- This ethical image of the company does not transfer to the other posts of The Body Shop: Only two percent of consumers replying to posts on other topics are concerned with the ethical values of The Body Shop. Instead they focus on the pros and cons of individual products and the campaign has a limited effect on the brand as a whole
Consumers say "well done" for raising "awareness" of such a "fantastic cause":
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- Posts about the petition on Facebook do not lead consumers to talk about The Body Shop’s products: While the Facebook page acts as a campaign hub with consumers praising The Body Shop for raising awareness and for its brilliant work, The Body Shop product lines are very separate from the “Stop Sex Trafficking” petition in consumer minds. This shows that ethical campaigns do enhance brand image, but may not be linked back to products by consumers
