More NewsPhilosophy Taps Holiday ‘Magic’ for E-mail Campaign

Philosophy Taps Holiday 'Magic' for E-mail Campaign

Beauty brand Philosophy creates holiday campaign around a "believe in magic" message.

Responsys created a holiday campaign for beauty line Philosophy centered on the message “believe in magic.” Components include e-mail, landing pages, a holiday shopping list, and a sweepstakes.

The multi-component campaign includes a micro-site with six mini-stores containing different products from the Philosophy line. The holiday stores include “sweet shop,” “homemade treats,” “a few good men,” “indulgent fun,” “fragrance shop,” and “holiday favorites.” The overall messaging carries out the holiday theme of “believe in magic, believe in miracles.”

A recent e-mail promoting Philosophy’s Holiday Blues bath and shower gel highlights the company’s altruistic doctrine, stating 100 percent of the gross profits will go to the Ricky Martin Foundation. Another e-mail hyped a holiday sweepstake with the “believe in magic” message, where 1,000 respondents were entered to win a jar of Cinnamon Buns Body Soufflés. Responsys also created a Holiday Shopping List. All e-mails point to Philosophy’s holiday boutique, rather than the main page.

“We wanted to provide a holiday micro-site that just showcased our holiday offerings,” said Stayer. “The idea was to take an integrated approach, incorporate e-mail, a landing page, banner ads, all with a similar look and feel. Responsys really did a fabulous job of mirroring the brand image throughout the holiday store.”

Philosophy created its own banner ad units using elements similar to the Responsys-created campaign. Banners ran on Oprah.com and WebMD.com.

Related Articles

How to measure a multi-channel marketing strategy

Digital Marketing How to measure a multi-channel marketing strategy

1w Tereza Litsa
The future of retail: How IoT is transforming the retail industry

Digital Transformation The future of retail: How IoT is transforming the retail industry

1m Diana Maltseva
GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

8m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

1y Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

1y Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

1y Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

1y Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

1y Al Roberts