Brand Project #3 Bath & Body Works

Owned Media

• Bath & Body Works’ website highlights all their product options and scent collections they offer.
• Website: www.bathandbodyworks.com
• App: https://itunes.apple.com/us/app/my-bath-body-works/id1256027729

Shared Media

• Bath & Body Works mostly uses their social media accounts to promote new scents and products as well as to inform their followers of current promotions
• Facebook - 9,424,434 likes
• www.facebook.com/bathandbodyworks/
• Twitter
• https://twitter.com/bathbodyworks?lang=en
• Instagram - 4.2 million followers.
• www.instagram.com/bathandbodyworks/?hl=en
• Youtube
• https://www.youtube.com/user/bathandbodyworks

Earned Media

• Retailmenot and Dealnews are discount sites consumers can visit in order to find coupons for a specific brand. Both sites are a significant amount of promotions for B&BW
• There are several blog posts referring to Bath & Body Works
• Blogs such as http://realtalkaboutbbwcandles.blogspot.com and https://lifeinsidethepage.com/index.php/blog/blogger/theresa write posts about B&BW that are highly encouraging to consumers. There mention the brand’s strong scents and amazing prices.
• The facebook group https://www.facebook.com/bathandbodyworksdailyfinds/ includes approximately 90,000 bath and body works fans
• However, Blogs such as http://realtalkaboutbbwcandles.blogspot.com, are pretty negative and criticize the brand heavily.
• Refinery29- positive feedback about B&BW seasonal candles.
• They focus on the emotional connection with their customers (no celebrity endorsements).

Paid Media

• Most of their advertising is done through email to their subscribing consumers
• They encourage the consumer to read the emails by enclosing coupons and discount codes
• This medium tends to be their most successful in attracting consumers to stores
• Perhaps this is due to the number of emails they send, although it can be a lot of messages, they do get their message across. Making their promotions almost too difficult to ignore.

Customers

• The target audience is primarily women,  ages of 18-55.
• Having such a large consumer profile their scents and products, as well as the advertising for them, stays pretty diverse to attract all different ages.

Presentation:
https://docs.google.com/presentation/d/104Hk-Pt7gYnEC74Iv8n47dIs0zF9Yh11rdPhFh8Oedg/edit?usp=sharing