Consumer

Yankee Candle

Sakura launch

The people

Yankee Candle® is the largest and most reputable candle maker in the world. Our team wanted to change consumer perception and elevate it as a brand. To do so, we devised an engaging campaign, a step away from previous brand activations.
We were tasked with the launch of the latest fragrance, Sakura Blossom Festival and saw an opportunity to launch in an unexpected way. We devised a campaign to place product in the hands of media, influencers and consumers to create an immersive experience. This was achieved in the form of a touring branded van featuring the new fragrance.

Our goal was to change media and consumers perception of Yankee Candle® via an engaging activation.

An experiential campaign: We created a bespoke branded vehicle designed in the colour hues used on the packaging of the new candle to take the product and brand off the shelves and directly to media, influencers and consumers whilst we encouraged authentic interaction which brought the product to life. Visitors were gifted branded merchandise and samples to enjoy post event.
Targeted content creation: Creating moments for consumers and media to share their experience via their social channels. Bringing the van to BoxPark in Shoreditch generated visibility for a wider consumer audience and encouraged pictures by the van.
Tactical Partnerships: We partnered with Soft Serve to create bespoke ice creams served from the van for consumers to enjoy, this created an additional incentive to visit and consumers were given a discount code for future Yankee Candle purchases.

Social media engagement: The activity resulted in increased interaction on Yankee Candle’s Instagram
Relationship Building: The campaign cemented relationships with key press and influencers in a natural, organic way
Attracting new audiences and making a connection: Taking the activity to the consumers cultivated brand engagement and resonated with new audiences.
Over 500 consumers attended the immersive consumer event at BoxPark Shoreditch.

This case study demonstrates the power of creating experiences and bringing product directly to media and consumers

180

Instagram Reach

500

consumers attendees

178

MoM Increased interaction on Yankee Candle channel

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