PartyLite, known for their fragrances and candles, aimed to diversify their customer base by appealing to a younger audience while retaining their loyal customers. They sought to introduce a bold, vibrant, and fresh product range that would resonate with a new demographic. These potential customers were active on social media but were not yet aware of PartyLite. In a competitive market, PartyLite needed content that would stand out across these channels.
To meet PartyLite’s objectives, Seventy7 devised a comprehensive strategy. Instead of relying solely on imagery, the campaign shifted its focus to messaging and product positioning. The central theme became personal gratification and the product’s benefits. Seventy7 closely monitored how the target audience interacted with the initial content on social channels, using these insights to inform the creation and delivery of additional content.
The campaign was complemented by activity-focused resources that emphasised lifestyle changes alongside product usage. The goal was to inspire customers to make small changes in their lives to maximise the product’s benefits. This included full channel takeovers, a curated Spotify playlist promoting mindfulness, sensory experiences and collaborative exercises.
The BeBalanced campaign successfully repositioned PartyLite’s brand to resonate with a younger, vibrant audience. By prioritising messaging and product positioning, PartyLite effectively engaged this new demographic on social media platforms where they were previously unknown. The campaign’s innovative approach, which encouraged customers to make lifestyle changes alongside product use, garnered attention and bolstered PartyLite’s appeal to a broader audience in a competitive market.