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philosophy

Philosophy Finds its Voice with Social Media

Social media was a natural for philosophy, a leading lifestyle beauty brand. Known for its use of words and language in its packaging and advertising, communicating is the cornerstone of the brand's essence.

Allison & Partners was hired to create a deeper connectivity for the brand with online audiences and generate excitement and demand for it products using social media, including the brand's Twitter feed, Facebook page, through strategic partnerships and charitable inititatives and dedicated product microsites. Allison & Partners also planned, developed and executed traditional grassroots public relations tactics to drive traffic and raise awareness of the brand's social media efforts within the target 'philosophy girl' audience.  These tactics included contests with influential beauty blogs, a radio promotion with New York's top station Z-100, radio product drops in Phoenix, Chicago, Orlando and Seattle, as well as three 'win-it' contests with top celebrity weekly magazines.

In just a short time, social media has become an integral piece of philosophy's business. The Facebook page has not only created a forum for philosophy's loyal customers to communicate with the brand, but it has also created a community for fans to share stories and interact with one another.

Creating a social media platform for philosophy was a natural extension to the brand's already successful efforts to build emotional resonance with its customers. The brand' social media outreach has allowed those words to come to life for fans and have provided inspiration and a necessary element for several additional creative campaigns. Philosophy's Facebook fan page gained more than 50,000 active, engaged fans in less than a year, with no advertising. Visitors share stories, discuss products, and ask – and answer – questions about the brand. In addition, Philosophy's Twitter feed has gained more than 7,000 followers who frequently retweet its posts. Although the social media platform was intended to create brand engagement vs. sales, it has also had an unexpected bonus; philosophy's Facebook page has driven fans to the philosophy Web site and generated thousands of dollars in sales.