INSPIRITUALS
Series of talks at the 5th Avenue flagship store location to connect with our local community and create excitement around the brand. Part of a 360-degree approach method designed to connect and build strong relationships with our communities.
The topic is always related to daily rituals and the events are meant to really inspire people.The associative value is huge. Focus always on customer experience but with integration of shopping experience.
OBJECTIVES
* Add value to individuals within each local community
* Develop strong brand awareness within communities
* Engage with local community members
* Giving back to community
* Increase traffic to stores
* Grow sales
Examples of event topics:
* Gratitude & Trust, a book presentation
* Soundbath by a certified practitioner
* Self-love
* Spiritual Cleansing of home & office
* Sleep behaviors by a sleep expert
Invitations via email and Event Brite and a Inspirituals Facebook page.
A social plan was in place for the exposure after the event and social posting was encouraged during the event.
Two years ago HQ adopted the series and turned them into global masterclasses that were streamed online. Topics still very similar: Happiness, Joy, Sleep, Stress etc.
RITUALS USA X SEPHORA
Launch date: September 2020.
• Establish brand as a Top Ten Brand at Sephora overall and Top Three brand within Bath, Body, Home & Gifting category at Sephora.
• Introduce Rituals to Sephora customers and bring Rituals loyalty customers (new) into Sephora. Engage them towards conversion through mass trial Best Seller sampling and other program opportunities with a strong CTA.
• Emerge as an integral player that helps to grow the prestige bath/home/gift category at Sephora. Utilizing our Sephora know-how and credibility from Europe.
BEST PRACTICES
* All Campaigns were effective in driving business to Sephora.com (see graph launch 2020 on next slide)
* However, biggest sales spike came with the mutual collaboration campaign with Sephora x Rituals Instagram Story where we experienced 3x’s the sales than in our solo campaigns.
SOCIAL MEDIA
* 15 million + reach: 4,62% engagement. Above industry standard
* Karma Body Scrub + Sakura Body cream showing increase in 2021 due layered influencer campaign
SUCCESSES
* IG story content: Highest sales spike within our six month launch period
* Holiday gift sales: Second largest spike in sales 6-8 week Holiday window
* Karma exclusivity success: Sephora clients sought out Karma exclusive skus
* Sustainable, natural, affordable luxury Sephora clients uniquely gravitated toward most sustainable, experiential and luxurious home self-care, self-spa items. Rituals did well in demonstrating product benefits and sensorial elements via online webshop
* Appeared with frequency on the Bath + Body Best Seller Carousel
* Rewards Bazaar: sold out of Sakura Offering at the 750 Pt Level in less than 48 Hours