The Body Shop


Digital campaign, Social Media Marketing

The Body Shop wanted to redesign its Instagram strategy to engage younger audiences, increase the amount of original content and unify a fragmented followership with one global vision. We assisted them in the transition from a local to an international channel, designing creative content to reflect a stronger brand voice. This project was delivered in collaboration with Bay12 studio.


In order to attract a millennial audience, we had to understand the language of Instagram. Our research revealed best practices, which types of posts were performing well and the need to be less corporate and more user-centric.


The Strategy

Instagram users identify with a lifestyle and not a product. We reduced the amount of glossy ads shown and created more inspirational content, where the product can be seen in context. We focused the content strategy on four key pillars: products, ingredients, commitment and inspiration.