When you look on twitter it’s a platform of expressions, news and tit-bits of information. Lush cosmetics don’t only have a brand twitter but also a campaign twitter account which interacts with charities, individuals and groups across the globe. So is The Body Shop missing a trick here?
If we look at the Body Shop UK twitter account, you can see information about it’s store and products rather than the events, campaigns and support networks. Social media has two distinct roles the first allowing companies to interact with it’s consumers, and the second, to encourage interaction between it’s consumers (Mangold & Faulds 2009). Applied to these two companies I would interpret that Lush is more successful with the second role than The Body Shop is. It’s more apparent when looking at the retweets, shares and posts on each page.
Although The Body Shop Foundation also have a twitter page, are consumers aware of the foundation as they are of the brand? The prominence of the stores on high streets promote products via ethical means but unless you are actively involved in the process of searching for ethical products and have done the research behind it, I would assume you aren’t aware of The Body Shop Foundation as a separate entity- I certainly wasn’t.
Therefore, couldn’t I suggest that The Body Shop introduces a campaign/event orientated social media presence by linking the foundations page to the main brand page which could address the D&AD brief?
Mangold, W. & Faulds, D. (2009) Social Media: The new hybrid element of the promotional mix. [Online] Available from: http://itu.dk/~rkva/2011-Spring-EB22/readings/Mangold-SocialMedia.pdf [Accessed 10th February 2014].