Survival of the Business: How Companies Can Persevere Over Piracy
People have said for ages that the Internet and the age of piracy would be the end of certain industries, especially ones ...
May 13th
Clinique
Marketing, Print & Social Media
SITUATION: With its annual HAPPY DAY fast approaching, Clinique and Belk at Crabtree Valley Mall needed some help. BEC knew the tradition needed a twist, and Clinique knew it needed a way to connect consumers with its brand while promoting HAPPY DAY products.
SOLUTION: BEC worked with Clinique to develop the “Make a puppy happy day” event, a campaign that combined elements of social marketing, viral marketing and social media marketing. Clinique partnered with Paws and Claws Animal Rescue Foundation. At the event, customers could adopt puppies from the Chesterfield, S.C., animal shelter and write on a giant display poster what makes them happy.
SUCCESS: Overall, the project served as proof that social media marketing works. The “Make a puppy happy day” event catapulted Clinique into the digital sphere, a place where it has continued to connect with consumers and better understand their unique needs and preferences. Indeed, the campaign was a success:
- The event raised more than $2,000 for the Paws and Claws foundation
- All seven puppies were adopted into permanent homes and all seven puppies were adopted into permanent homes
- Estimated Return On Investment was 1,440 percent.
- Clinique and Belk at Crabtree Valley Mall set store records with the event, earning a 15 percent increase in counter sales in comparison to the same event last year.
