For the launch of new Lenor range, Inspired by Nature, we used a mix of media event, influencer communication and consumer activations, but what we did differently was we built the entire campaign around an established fashion event. Instead of doing an owned event, we adapted Lenor to Fashion Week infrastructure which allowed us to have the same level exposure as any other runway show. Post-launch, we rolled out the Lenor FW story through influencers and then instore to consumers. In two months, Lenor got 70 million media impressions, huge rise in social media reach and a 5 point rise in share of voice.
In a context where Lenor suffered constant loss in share of voice in recent years and started losing market share in the previous year, with less and less media and shelf exposure, our challenge was to differentiate the Inspired by Nature new scent collection in the entire softener category (competitor + existing Lenor scents), make big news out of it, generate awareness, get influencer target recommendation and drive trial.
RESEARCH: The Inspired by Nature Trend – a new poll by Lenor discovered that over 3 in 4 consumers dream of spending more time in nature, 59% believe that feeling the freshness of products inspired by nature could help lower stress levels, and 68% link fresh smelling clothes to happiness.
CREATIVE IDEA: Make Scent Visible – launch the Lenor Inspired by Nature new scents collection as a fashion collection. Literally. For the first time ever, a non-fashion product shares the runway with top designers. And, there’s more: Lenor owns an entire day of Fashion Week. The closing day program of Feeric Fashion Week is themed Inspired by Nature.
APPROACH: Turn a consumer trend into a product differentiator. Translate the product benefit via the universal visual language of fashion. Build a statement execution to communicate across touch points to get end consumers to perceive and appreciate it accordingly.
PLANNING: statement execution (fashion collection branded Lenor) à validation (collection included in the official program of a fashion week) à popularity (fashion bloggers wear the collection) à consumer engagement (generate trial via retail and e-commerce).
DEPLOYMENT: The exclusive press launch had Lenor in the center of a dedicated fashion collection at Feeric Fashion Week, with an audience of close to 200 national and international fashion editors, bloggers and VIPs. The live fashion also resulted in a TVC that was aired in all SEE region. We continued to build desirability of the product through branded TV and online content in Vorbeste Lumea morning show and on FashionDays.ro, the biggest fashion e-retailer in Romania. We then went for the next milestone, international coverage, as Romanian Landiana became our ambassador at London, Milan and Paris Fashion Weeks and got Lenor dresses featured in the style sections of major international titles. The consumers got the full fashion experience by Lenor, as we made available in stores not only the new product, but also the fashion collection.
RESULTS: 70 million print and online PR impression in fashion & lifestyle outlets, 11 pieces of international coverage, including Elle Portugal, Elle Poland, Marie Claire Italy and InStyle Turkey. Spectacular reach Index 198 vs. ongoing communication and extraordinary interactions Index 1273 vs. ongoing communication in social media.