Rui, Micayla, Elena PDGM 5120, Fall 2014

CSR CAMPAIGN

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RUI MICAYLA ELENA

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WHAT IS BIRCHBOX?

Surprise & delight

Expert curation

Inspiration Community

Novelty

Discovery e-commerce

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Research suggests thatthere is a well-established link

between shopping and a heightened sense of happiness.

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OUR CUSTOMER INTERVIEWS

CONFIRM THE SAME“My friends love

opening a Birchbox box. It is changing the way people are buying

things.”

- Diddy

“I just like not knowing what I am going to get

every month. I am a product junkie. I like trying new things.”

- Fiona

“They have very nice packaging. Last month

they had a special anniversary packaging, a fancier box. They do

a good job.”

- Vidushi

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Reach women across the US and

make a positive social impact.

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WHAT IS A CSR CAMPAIGN?

GREATER GOOD

ACTION

POSITIVE EFFECT

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33% of young women are dissatisfied with their looks,

up from 26% in 2012. Girls’ Attitude Survey, Girlguiding

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41% of 18-to 24-year-olds retouch their own photos before posting

them to social media. SheKnows

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“50% claim the use of social networks like Facebook and

Twitter makes their lives worse” The University of Salford, UK study on social media’s effects

on self-esteem and anxiety

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SUCH HAPPINESS WEARS OFFEVENTUALLY...

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Guilt for accumulation,

overconsumption and waste is a growing trend

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Millenials are driving an ever growing

trend of capitalism with a conscience.

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A MORE LASTING HAPPINESS?

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WHAT IS HAPPINESS,ANYWAY?

genetics

circumstances

IN YOUR CONTROL:thoughts, actions,

behaviors

40% 50%

10%

Source: research conducted by Sonja Lyubomirsky, a psychology professor at the University of California, Riverside16

40% IS UPFOR GRABS!

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LASTINGHAPPINESS

Beinggrateful

Helpingothers

NewExperiences

Nurturing Relationships

Source: happify.com19

SAVOREXPERIENCES

Use all senses

Share with someone else Pay attention to

little details

Dwelling on the moment

Source: happify.com20

HAPPINESS IS A SKILLTHAT YOU CAN

DEVELOP

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BIRCHBOX WILL HELP YOU DO

JUST THAT!

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HAPPINESS BEYOND THE BOX

Birchbox Community

Society

Customer

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B*HAPPY MESSAGES

Birchbox Community

Society

Customer

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• Beautifully designed to appeal to all senses

• A reminder of something to be grateful for

• Experiential treat

INSPIRATION AND

MOTIVATION

Customer

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#BHappy INSPIRATION

WALL

Birchbox Community

Society

Customer

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• Share and interact

• Daily inspiration

• Power in numbers

• Nurture relationships

LET’S TALK HAPPY!

Birchbox CommunityCustomer

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Birchbox Community

Society

Customer

B CAUSEINITIATIVE

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• Natural way to boost happiness

• Supporting customer by supporting causes they care about

• Opportunity to share and interact

GIVING FEELS GREAT!

Birchbox Community

Society

Customer

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WHAT ABOUT THE BUSINESS SIDE?

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HAPPINESSIS GOODFOR BUSINESS!• Customer loyalty

• Stronger community

• Brand at the center of conversation

• A more fulfilled society

• An example to follow

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