Post on 08-Apr-2016
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Rui, Micayla, Elena PDGM 5120, Fall 2014
CSR CAMPAIGN
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RUI MICAYLA ELENA
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WHAT IS BIRCHBOX?
Surprise & delight
Expert curation
Inspiration Community
Novelty
Discovery e-commerce
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Research suggests thatthere is a well-established link
between shopping and a heightened sense of happiness.
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OUR CUSTOMER INTERVIEWS
CONFIRM THE SAME“My friends love
opening a Birchbox box. It is changing the way people are buying
things.”
- Diddy
“I just like not knowing what I am going to get
every month. I am a product junkie. I like trying new things.”
- Fiona
“They have very nice packaging. Last month
they had a special anniversary packaging, a fancier box. They do
a good job.”
- Vidushi
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Reach women across the US and
make a positive social impact.
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WHAT IS A CSR CAMPAIGN?
GREATER GOOD
ACTION
POSITIVE EFFECT
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33% of young women are dissatisfied with their looks,
up from 26% in 2012. Girls’ Attitude Survey, Girlguiding
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41% of 18-to 24-year-olds retouch their own photos before posting
them to social media. SheKnows
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“50% claim the use of social networks like Facebook and
Twitter makes their lives worse” The University of Salford, UK study on social media’s effects
on self-esteem and anxiety
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SUCH HAPPINESS WEARS OFFEVENTUALLY...
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Guilt for accumulation,
overconsumption and waste is a growing trend
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Millenials are driving an ever growing
trend of capitalism with a conscience.
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A MORE LASTING HAPPINESS?
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WHAT IS HAPPINESS,ANYWAY?
genetics
circumstances
IN YOUR CONTROL:thoughts, actions,
behaviors
40% 50%
10%
Source: research conducted by Sonja Lyubomirsky, a psychology professor at the University of California, Riverside16
40% IS UPFOR GRABS!
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LASTINGHAPPINESS
Beinggrateful
Helpingothers
NewExperiences
Nurturing Relationships
Source: happify.com19
SAVOREXPERIENCES
Use all senses
Share with someone else Pay attention to
little details
Dwelling on the moment
Source: happify.com20
HAPPINESS IS A SKILLTHAT YOU CAN
DEVELOP
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BIRCHBOX WILL HELP YOU DO
JUST THAT!
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HAPPINESS BEYOND THE BOX
Birchbox Community
Society
Customer
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B*HAPPY MESSAGES
Birchbox Community
Society
Customer
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• Beautifully designed to appeal to all senses
• A reminder of something to be grateful for
• Experiential treat
INSPIRATION AND
MOTIVATION
Customer
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#BHappy INSPIRATION
WALL
Birchbox Community
Society
Customer
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• Share and interact
• Daily inspiration
• Power in numbers
• Nurture relationships
LET’S TALK HAPPY!
Birchbox CommunityCustomer
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Birchbox Community
Society
Customer
B CAUSEINITIATIVE
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• Natural way to boost happiness
• Supporting customer by supporting causes they care about
• Opportunity to share and interact
GIVING FEELS GREAT!
Birchbox Community
Society
Customer
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WHAT ABOUT THE BUSINESS SIDE?
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HAPPINESSIS GOODFOR BUSINESS!• Customer loyalty
• Stronger community
• Brand at the center of conversation
• A more fulfilled society
• An example to follow
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