Case Study: Viral Marketing Gets Philosophical

The Challenge
Every Mother’s Day is filled with marketing possibilities, considering the $12 billion or so consumers are said to spend on the holiday each year. With that in mind, Philosophy, a skincare and cosmetics brand, wanted to broaden its considerable appeal with women via a more emotional Mother’s Day campaign.

The Plan

Philosophy teamed with Bazaarvoice, an Austin, Texas-based technology firm that specializes in social marketing. Bazaarvoice Stories is a viral application that allows consumers to post stories about their experiences with a product, service or brand.