Welcome to Content24. Why is it different? Because it’s a digest of the stories that have made an impact over the past 24 hours, and not just a platform for recycled content marketing. Today we’re looking at Lush Cosmetics and The Pool
Lush uses content marketing to push sales
For all you single men out there, Lush Cosmetics is a British brand that sells soaps, shampoos, shower gels, lotions, moisturisers and scrubs around the world, predominantly through small stores. However, the brand has been building its online activity, and content marketing has had a large part to play.
In the US, the company’s site includes ingredient information and reviews, and has increased sales by more than 400 per cent. It also uses social media such as Instagram or video to show products being produced.
According to Digiday, Lush is also launching Lush Kitchen to create small batches of products that are available online only. It will use video to show how they are made and answer customer questions.
It illustrates how effective content marketing can be if it is placed close to the point of purchase.
The Pool signs content marketing partnership with DigitasLBi
Publicis-owned agency and online marketing specialist DigitasLBi has signed a deal with The Pool, the online magazine co-owned by 6Music’s Lauren Laverne.
The Pool launched earlier this year and provides content aimed at the women’s market. Rather than relying on advertising for revenue, it makes money by serving up native advertising.
As part of the deal, DigitasLBi will provide insight tools about social media and audience. The Pool will work with DigitasLBi on creating branded content.