Positioning a disruptive new product for an established home fragrance brand.
Taking a product to create an audience-centred story
PartyLite asked us to position a candle that would disrupt the fragrance market. From label design to digital strategy, the overall enhancd* concept had to feel new, but consistent with their audience’s expectations.
Design, imagery and a voice for every platform
We brought the enhancd* candle to life with impactful messaging and bold colourways. The inspiring imagery was produced to bring the story to life, and jump off the screen on socials or points of sale.
The digital rollout had to excite the audience at every touchpoint.
We’ve grown PartyLite’s marketing channels for years, so knew the customer journey from email campaign through to product page had to feel smooth.
Backing the digital design with a paid media and SEO strategy firmly placed enhancd* in front of a candle-loving consumer that was ready to act.
Bold colourways and unique imagery that jumped off every printed page
We created beautiful printed collateral worthy of PartyLite’s brand, with a consistent voice across every asset. It had to work just as hard to impact on a new audience as it did on
well-established customers. Each piece of print was carefully crafted and triple-proofed for catalogues, ads and influencer rollouts.
Lengthening the product campaign life through targeted online activity
We kept the audience’s attention firmly placed on enhancd* through organic social campaigns and clearly-identified influencers that resonated with PartyLite’s customer base. Support for the product positioning came from blogs and landing pages optimised towards search, traffic and conversions.
In case you missed it, here's what the client got from seventy7
Plan – Digital strategy, product development, product positioning,
paid social, PPC and organic social planning
Create – Blog copy, branding, campaign creative, category pages,
B2B and B2C tone of voice, landing page copy, product descriptions,
meta descriptions, label design, packaging, email design and copy,
web banners, organic social creative and copy, influencer boxes
and printed collateral, blog copy and design, videography, ecomm
photography, fragrance photography, location photography, social
photography, shoot production, paid social, PPC copy
Optimise – Digital strategy, organic social reporting, paid media
and PPC reporting, tech SEO, on-page SEO, off-page SEO, UX/CRO
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