Liz Earle

Lavender

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The Challenge

To celebrate the provenance of one of Liz Earleā€™s most treasured botanical ingredients, lavender. To target both new and existing consumers with content that reaches, educates and engages.

The Solution

We devised a media plan and created a socially activated video campaign filmed in the lavender fields of Provence with co-founder Liz Earle and ethnobotanist James Wong. We delivered a suite of visually rich assets to drive reach, educate and engage, targeting specific audiences through a dedicated paid social plan across Facebook, Instagram and YouTube. We strongly outperformed our reach, impression and view targets. In addition, CTR and conversion rates show we delivered beyond the brief contributing to sales targets.

Reach

To target our new audience, driving reach and impressions, we delivered a set of short 30" videos on Facebook, Instagram and YouTube.

Brand Education

To deepen this engagement, we delivered a longer educative piece, deepening our audience's understanding of the brand's values and cementing brand loyalty, on Facebook and YouTube.

Product Education

Our new audience was continuously retargeted with product-focused stills to continue the user brand experience and to increase potential engagements with the brand via Facebook and Instagram.

Organic Content

In addition, we filled the brand Facebook and Instagram accounts with beautiful 'behind-the-scenes' hygiene content to ensure new fans of the pages arrived to a consistent campaign message.