The Body Shop – Beauty with Heart

by iProspect Client: The Body Shop
The Challenge

We were tasked by The Body Shop to product a piece of content that not only could be used for SEO benefit, but demonstrated the excellent charitable work that they do as a brand, based on their 5 key values – “Against Animal Testing”, “Support Community Fair Trade”, “Activate Self Esteem”, “Defend Human Rights” and “Protect the Planet”.

Creative Approach

The strategy involved enhancing brand awareness and brand sentiment as well as utilising the content piece for SEO benefit. This piece of content would be used as link-bait in order to enhance The Body Shop’s SEO equity as a whole. We also recommended using internal links in the infographic copy to direct users to different product areas, in particular the Makeup Brushes that were a key SEO focus at the beginning of this year.

The Results

The Body Shop made the decision that the infographic would not attempt to utilise brand sentiment for monetary gain, therefore internal links to product areas were never included. The page itself has received over 28,000 views to date for 2014 and currently has 193 backlinks. Both the look of the infographic and response from The Body Shop were positive, particularly from a brand point of view.