1. Cause Marketing:
A Case Study from Clarisonic
Blake Cahill Gina Cuff
President Director of Digital
Banyan Branch Marketing
@bcahill Clarisonic
@banyanbranch @clarisonic

2. TWO-THIRDS OF BRANDS NOW ENGAGE IN
CAUSE MARKETING; SPENDING IS ESTIMATED
TO REACH $1.7 BILLION IN 2011
Banyan Branch • Confidential 2

3. 71% OF CONSUMERS
ARE GIVING AS MUCH OR MORE NOW AS THEY WERE BEFORE
THE RECESSION
Banyan Branch • Confidential 3

4. 93% 87% 50%
of consumers want of consumers would of consumers would
to know what a switch brands based pay more for
company is doing to on association with products from
make the world a a good cause brands that support
better place causes
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5. MILLENNIALS PREFER ACTIVE
ENGAGEMENT IN CAUSE
MARKETING AND
37% ARE DRAWN TO
PRODUCTS CO-BRANDED
WITH CAUSES
Banyan Branch • Confidential 5

6. • Partnership with DonorsChoose.org
provides $25 email gift cards to shoppers
• Allowed customers to donate to the
school project of their choice
• 350,000 students positively impacted
• 14,500 projects funded
• 11% of gift cards are redeemed
• ROI: Shoppers who received gift cards
spent 16% more in stores than
customers who didn’t receive the cards
Banyan Branch • Confidential 6

7. Case Study:
Yoplait’s Save Lids to Save Lives
• Supports breast cancer through Susan G.
Komen for the Cure started in 1998
• Consumers are invited to mail in pink lids to
generate Yoplait’s $1.5 million donation and
have collectively generated over $15 million.
• 20%-30% spike in revenue directly related to
campaign — 72% association with Yoplait
• Campaign predates social media and now
embraces it
• Facebook app gets 30,000 monthly users
• #savelidstosavelives generates hundreds of
mentions a month on Twitter
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8. THE CLARISONIC
JOURNEY
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9. At Clarisonic, giving back is not simply a marketing initiative.
It’s part of our DNA. And its origins are personal.
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10. This matters because from the start, our priority was not about
growing our fans and followers. It was about leveraging our
success to give back.
Banyan Branch • Confidential 11/22/11 10

11. And so the journey began to find the perfect partner...
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12. In May 2010, Clarisonic teamed up with Look Good…Feel Better,
a national public service program that helps put the power to
be beautiful back in the hands of cancer patients..
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13. And thanks to our partnership, the number of women who have
been able to benefit from the Look Good…Feel Better program
has dramatically increased.
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14. • Leverage our success to give back in a meaningful and
impactful way.
• Raise awareness and funding for Look Good…Feel Better.
• Demonstrate that Clarisonic is committed to empowering
women to feel beautiful all the way down to our bottom line.
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15. • Create a series of Clarisonic “pink” products with a portion of
the proceeds going to Look Good…Feel Better.
• Leverage our partnerships for greater awareness and funding
opportunities.
• Grow awareness and funding opportunities through viral
channels.
Banyan Branch • Confidential 15

16. • Facebook Likes
• Facebook interactions
• Increase in new demographics in fan base
• Overall mentions
• Resulting donation to LGFB
Banyan Branch • Confidential 16

17. 2010 Initiatives
• Launch of the Limited
Edition “Hope” Mia
• Sponsorship of AFI
Fest 2010 to grow
awareness of LGFB
and our partnership
• Facebook campaign
with $1 for every
“like” donated to
LGFB
Banyan Branch • Confidential 17

18. Results
• Average daily page views
increased by 433% to 2,247
• Facebook fans increased by 82%
to 69,786 Average daily Average daily
• Facebook fan base expanded new “likes” active users
beyond the typical affluent increased by increased by
woman 1,414% 83%
to 530 to 7,257
• Over $30,000 raised for LGFB from
Facebook campaign alone
Banyan Branch • Confidential 18

19. 2011 Initiatives
• Launch of the Limited Edition
“Almond Blossom” Plus
• Expanding reach
• Sponsorship of Glamour Reel
Moments to grow awareness of
LGFB and our partnership
• Glamour donated $1 for every film
view
• Teamed up with Ritz Carlton with $5
donation every facial
• Facebook campaign with $1 for
every “like” donated to LGFB
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20. Results
• Average daily page views
increased by 305% to 1,553
• Over $30,000 raised for Look
Good…Feel Better
Average daily Average daily
new “likes” active users
increased by increased by
1,467% 39%
to 768 to 107,441
Banyan Branch • Confidential 20

21. The success of the Clarisonic Look Good…Feel Better cause
marketing efforts has lead to significant recognition:
One
of
20
“awesome”
One
of
the
top
15
Facebook
fan
pages.
Facebook
fan
pages.
Banyan Branch • Confidential 21

22. Questions
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