Assignment 3
I started by analysing the style in Lush's existing social media posts:
Lush has official twitter, Facebook and Instagram. The style of communication is very continuous and up-beat, there are a lot of posts almost everyday and they are mostly targeted already existing target audience. The style reflecting from the posts is very positive and all about their passion which is sharing happiness and being ethical at the same time.
Lush continues their current themes throughout all their social media platforms and all new posts, so they all make a web of information and everything is aligned. In their latest posts, Lush focused on Mothers day because it's the "perfect time to treat your mother with handmade fresh products".
Lush shares information about new products or campaigns in a very casual, easy-to-understand way. It is nice because reading Lush's social media posts is almost like reading posts from your best friend. It's very down-to-earth and easy to understand. I think this is the trick of their success -- regardless of the fact that Lush doesn't use paid advertising, they manage to get the word out there in an effective way.
Lush goes where the people are and let's its values and passions do the talking. That is what appeals to people. The company wants to be seen as a people brand. As a friendly brand. As a brand that does things right and is proud of it. Using Lush products and going to Lush makes one feel like a better person because people can identify with the values and feel as if they are making a difference. Communicating in a simple and easygoing manner makes the brand easily approachable to consumers.
Part 1.
My theme: Animal testing
My goal: Make people buy less products that were tested on animals and become more aware of the cruelty of animal testing.
Video: https://www.youtube.com/watch?v=hTPvow3E_VE
"Countless amount of animals are suffering in the labs all around the world just because brands still test their beauty products on other living beings. Don't stay silent because You can make a difference! Are you passionate about animal rights and would like to become a spokesperson and face to our movement? Join our campaign Love beyond species and tag pictures or posts of your favourite cruelty free Lush products or your animal friends with a hashtag #lovebeyondspecies and share the word for those who can not speak. We will choose the most influential posts and use them in our campaign posters.
Let's stop the injustice and start loving again!
We at Lush are collaborating with many animal right organisations in order to work towards rescuing our silenced friends. We are more than exited to introduce our new products line all about animal rights. Half of the profit of our Love beyond species product line goes to support labs developing alternative, more ethical testing methods of cosmetics. "
Part 2. Explanation of blog entry:
I used the same kind of tone as Lush already uses on their post. It's friendly and positive but caring. Easy to understand and it offers an easy way to take an action. A hashtag is a social way to influence and reach people. The fact that Lush would actually portrait their customers in their campaign is a sympathetic and inspiring way to make people take part in the movement.
I used the you/we/hero technique by calling attention and attendance to already organised framework to move masses towards positive change. People find campaigns like this attractive and simple because they are social and its easy to take a part in it by just "joining the movement".
Asking to post a picture is a good way to reach a lot of people and learn about the clientele because most people post pictures of their pets or their favourite products anyway. It's undeniable that people also post pictures with an ethical hashtag because of vanity reasons. People want to be perceived a certain way on social media and this is a good way to make people spread the word but also make people interested in the new product line.
I tried to choose something in my blogpost that would personally move me. I started by looking more into the communication style and tone on different social media channels that Lush has and wrote a similar short text with a realistic campaign idea that Lush could endorse. The video is emotional and if people watch it they are moved and more likely to act on the message. Ideal video would be made in collaboration with the scientists who develop alternative testing methods.
I enjoyed writing the post because I am passionate about the topic myself. I could easily imagine working for organisation or company as a content creator or blogger for a good cause.
Aino Leppänen
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