Aveda Campaign

In the public relations partnership campaign, my partner and I looked in the strategies and materials used for the company of Aveda. Aveda is a company that sells products for hair care, skin care, and make up. Aveda has professional hair styling coloring and cutting and also has a spa. Many men and women around the United States go to Aveda and purchase their products.
Aveda holds many campaigns and fund raisers to support organizations and bring awareness to things that affect many people around the world. Three big campaigns that Aveda has done in the past year are “Recycle Caps with Aveda,” “Breast Cancer Awareness,” and “Aveda Earth Month”
During the time of our research, my partner and I looked in greater detail of the campaign that was going on over that month. “Aveda Earth Month” was held during the month of April. In this campaign, Aveda salons as well as the Aveda online store sold candles called “Light the way” where all the proceeds and candles sold went to Global Greengrants Funds water projects.
Another fundraiser that Aveda held for the Earth Month was the “Walk for Water” where they held over 130 walks all over the world to support this campaign. This “Walk for Water” event not only helped Aveda’s campaign in raising money, but it also helped the company of Aveda gain more awareness from different audiences. Because the walk was held around the world and for a good cause, more people would have heard about Aveda and through these events and words of mouth. Because of this, Aveda might be able to increase the number of people who will now shop at their store.
To let everyone know about this campaign, each store that was involved had posters promoting the candle in the windows, and throughout the store. Many materials were used to create awareness for their campaign.
Another way that Aveda got the word about their campaign was they sent out press releases. In their website, the audience is available to look at this campaign and learn more about where each contribution goes. At the bottom of the website, anyone looking at the website is able to view their press release for this campaign.
Aveda showed in this campaign that they had done their research. The company chose a problem/cause to help that they knew their audience and consumers would want to participate in also. They sold candles for the cause knowing that their customers would buy, use, and spread the word. The company’s main objective for this campaign I believe would be to get more customers into the store and to sell as many of the candles as possible. The company would be able to measure and evaluate this by setting a goal for how many people purchased a candle in the store compared to how many people purchased things other than the candle and then seeing if they met their goal that was set.
Aveda did an amazing job planning and executing their campaign. They were able to get the word out about this campaign with emails, press releases, and promotions on their website. Each store was sent materials and was told specifically what to do with them. In the end, the amount of money that was raised was a clear indicator that this campaign worked.
To me, Aveda held this campaign to support a good cause where many people throughout the world can relate. They also held the campaign to gain more consumers in their business. The company did this by selling a product for their campaign that anyone can consume (candles). Aveda was able to inform and sell something that was for a good cause in hopes that the people that would come into the store to buy the product, would buy other products from Aveda as well.