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Yankee Candle

Vogue Williams brand ambassador

The people

Yankee Candle® is the largest and most reputable candle maker in the world. To support the launch of its new Signature design, an evolution of the brands iconic jars and designs, we recognised the brand needed to engage with a high-profile ambassador to support raising awareness of the new designs, aid in elevating brand perception and appealing to the masses. The introduction of a brand ambassador was a global first for the company.

We were tasked with researching ambassadors that not only hold the same values but are also able to inspire and engage effortlessly with consumers directly. To do so, we devised a multi-functional campaign, spanning 12-months, working with a well-known celebrity, Vogue Williams.

The power

  • Asset management: The team organised two seasonal photoshoots with Vogue; one to promote the announcement of the partnership and the new Signature design and fragrances and the second to promote the winter fragrances as a continuation of the partnership. This generated imagery and videography that would be used across the brands marketing and social channels and for PR use to garner interest with media  
  • Press Office: We drafted a launch release announcing the partnership that was shared in print and online across national, regional and consumer media.  The team also secured a number of national, regional and consumer interviews. This was devised to help increase brand awareness, educate consumers on the new Signature design and drive sales  
  • Social: To support PR efforts and champion the partnership, Vogue Williams promoted the partnership and seasonals launches via her social channels – engaging Vogue’s already engaged following  
  • Commercial: Ensuring a 360 approach, the team provided management and operational support and advise facilitating point of sale (POS) and wider concession marketing materials 

The impact

  • Press Office: Secured 27 pieces of coverage to date by end of June. The total reach of this is 140,743,045 
  • Social: total reach of 655,899 with an engagement rate of 22%  
  • Brand positioning: Yankee Candle® has been able to further communicate and drive consumer awareness around the brand and its new Signature designs. By working with Vogue Williams, a well-known celebrity in the UK, it has created an authentic and trusted message and supported in promoting the evolution of the brand and its design. 


campaign reach
social reach
increase in engagement rate

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