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Consumer

Yankee Candle

Mother's Day Campaign 2024

The people

Yankee Candle is a household name with a fiercely loyal fan base and Mother’s Day is a big commercial opportunity for the brand. We needed a campaign that would drive awareness and conversion, but with an emotive sentiment that felt authentic to the brand. At its core, the campaign had to be a celebration of the motherly figures in our lives, placing Yankee Candle at the centre, without compromising the warm sincerity of the occasion.

The power

The campaign was hinged on the innately human act of turning moments into cherished memories, with Yankee Candle at the forefront of celebrating those moments.​ We developed the tagline; ‘For Moments That Matter, Make It Yankee Candle®’, which became the cornerstone of the campaign. The assets were designed to reflect heartfelt moments between mother figures and their families.

​The campaign included:

  • Out-of-home advertising across the London Underground, retail​ and roadside
  • A digital display campaign across all major publishing houses
  • An influencer campaign to engage brand partners across Instagram
  • Ongoing brand ambassadorship with Vogue Williams, a mother herself
  • A brand-owned quiz to help consumers select the perfect fragrance for their motherly figures
  • Hosting in-store activation featuring a complimentary calligraphy service

The impact

  • The campaign created 13M new opportunities for consumers to see and engage with Yankee Candle
  • The out-of-home advertising campaign exceeded the impact KPI by almost 45%
  • The digital display placed the brand across titles such as Mail Online, Ideal Home, Woman&home, Cosmopolitan, SheerLuxe and Grazia, exceeding reach KPIs by 4%
  • The influencer partnership campaign yielded an average engagement rate of 12.48%, well above the industry standard of 1-5%.
13
M
Campaign reach
45
%
Exceeded campaign KPIs
12
%
Average influencer engagement rate

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