When the global candle and décor retailers approached us to take their business to the next level, we began a journey to a new brand across all disciplines. From branding and strategy, to design, copy and digital.
With a global presence, the brand’s party-led sales at ground level meant that PartyLite lacked a cohesiveness from region to region. In collaboration with PartyLite’s marketing and product teams, we put into place a strategy for creating a consistent brand that could reach across their many markets. This was to take PartyLite into an ecommerce space with a newly refined look and feel, tone of voice, and holistic marketing strategy including print.
The new PartyLite exists online and offline in sync, with online training portals tailor-made for PartyLite’s salespeople, or Consultants. The ecommerce website also works in harmony with offline sales through unique build tools. The brand’s seasonal print materials have been restrategised to work alongside web, plus ad hoc marketing campaigns across multichannel strengthen the offer. All in every global market, in over 20 languages.
A transactional ecommerce website brings the formerly person-to-person exclusive retailer into the online retail space. A global rollout has continued over the span of two years.
In alignment with their print media strategy, a monthly email marketing campaign and integrated social campaign continue to drive sales online and offline.
Biannually a large-scale photoshoot is carried out with a brand new look and feel, consisting of still life and model photography that can be rolled out across all media. This involves full location production and art direction by our in-house team.
To complement the online presence for ecommerce, social and training hubs for the PartyLite salespersons, video is created on an adhoc basis to demonstrate unique product features that work best outside of still life photography.
Four times per year a seasonal catalogue is created in collaboration with the product teams at PartyLite, forming the content hub for the season. Each is unique in its look and feel, design and copywriting.
“our aim was to find a business partner who could support us across all channels and help us deliver our ambitious plans for future growth. seventy7 came to us with a fully-integrated approach and were able to demonstrate an impressive history of delivering results for some of the biggest brands in the world. the team were also quick to understand what we’re trying to promote at PartyLite. the combination of great people and specialist skills at seventy7 really made them stand out from their competitors.”
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