In its first integrated marketing campaign for Mother’s Day, personal care brand Philosophy has joined online photo Web site Snapfish for a promotion to benefit the Women’s Cancer Research Fund. Other elements include e-mail, Facebook, a new product, a song from Amy Grant and two contests.
“Our goal is to surround our customer with all kinds of ways to connect with this cause,” said Leslie Snavely, VP of marketing at Philosophy.
While the brand has typically had a Mother’s Day offering, the company decided to take things up a notch this year when findings from its Web site showed a lot of mother and daughter Philosophy users.
“The inspiration was around building a connection between mother and daughter, and what better time than Mother’s Day is there to do that?” Snavely said.
A significant component of the campaign is the “You color my day” photo books that consumers can create on Snapfish by uploading personal photos and artwork.
The inspiration for the campaign came from the company’s founder who had created her own hardcover book from her daughter’s artwork. “While children’s artwork is the inspiration for this, we fully anticipate people will add photos,” said Karolyn Stayer, director of marketing and communications at Philosophy.
For each book created, Snapfish will donate 50% of net proceeds to Philosophy’s “She colors my day” non-profit initiative, which directly benefits the Women’s Cancer Research Fund.
The books are being promoted on the Philosophy and Snapfish home pages, as well as on Philosophy’s Facebook page. Space in both brands’ regular e-mail blasts also will be given over to the promotion.
To encourage visitors to create their own books, Snapfish and Philosophy are holding a contest through May 1 in which 40 winners will receive Philosophy’s best sellers collection and a $50 Snapfish gift certificate. A separate contest on Philosophy’s Facebook page encourages fans to enter photos of the women who “color their day.”
The SheColorsMyDay.com Web site, where visitors can learn more about how Philosophy is supporting the cancer fund, buy campaign-branded bubble bath and download the song “She Colors My Day” by Amy Grant, also is being promoted. Philosophy will donate 100% of net proceeds to benefit cancer research.
