About the client
Rebrand for Creative Candles
Modernized the brand. Redesigned the website. Increased revenue by 30%. Here's how we helped Creative Candles breathe new life into the premium lifestyle company.
Creative Candles & LimeLight Marketing
Creative Candles produces premium, handmade candles. Their luxury goods are sold through retail stores across the US, direct to photographers and event planners for upscale weddings and events, and online to consumers who value premium candles. Creative Candles’ owners originally came to LimeLight in 2017 because they wanted to update their logo and brand image – and because they weren’t happy with their marketing results.
Before jumping straight to redesigning the logo, we took a strategic approach to understand who the company was, who they wanted to be in the future, and what it meant to close that gap. Revenue growth was one of their goals, among others. We saw an opportunity to rebrand the company in a way that not only made them look more modern, but that would extend their reach and relevance to open doors for new revenue.
After some initial discussions, we recognized an opportunity for Creative Candles to grow revenue by reaching a target audience beyond their traditional customer base of event planners and stylists. They set their sights on reaching consumers who love having premium candles in and around their homes.
One challenge was that their content strategy had been narrowly focused on extravagant weddings. This content appealed to event planners but excluded general consumers. Creative Candles needed to shift their brand strategy to retain current customers but also gain relevance within a new audience.
Through customer insight and research, we learned that Creative Candle customers buy more than candles – they buy the experience, the beauty, and warmth that premium candles bring to their home or special event. They buy a luxury lifestyle that they aspire to.
With this insight, the core brand messaging and all new content now taps into the aspirations of these consumers, inspiring them to experience the lifestyle of Creative Candles.
This luxury lifestyle brand deserved a new look; one that was modern, premium, and embodied the essence of the brand. The new logo, color palette, fonts and imagery are integrated throughout the entire brand to include new packaging, print materials, and a new and improved e-commerce website.
Content Marketing Strategy & Implementation
The rebrand drove the need for a new content marketing strategy to reach a wider customer base with engaging content and turn social followers and prospects into customers on the new Creative Candles e-commerce website. The strategy uses various channels: social media, the Creative Candles blog, email, print, paid search and influencer marketing.
Creative Candles’ social media content is a balance of product-related posts, lifestyle posts, and user-generated content. The lifestyle content tells a brand story that is more than candles. The content positions the brand as an essential part of elevated lifestyle experiences, such as family and friends gathered around a sleek, modern tablescape in the warm glow of Wedgwood tapers.
This strategy is balanced with continuing to show off the amazing photos taken by photographers. Talk about inspiration!
With the rebrand, we launched a blog that increased search engine ranking and drove more organic traffic to the website. The blog content supports the brand strategy by sharing content that’s both engaging and useful to the target audience. On the Creative Candles blog, we help customers live out their aspirations while also offering practical tips for how to use candles in home décor.
read the blog
Prior to the rebrand, their email database was mostly wedding and event planners, so we launched multi-channel digital campaigns to build a broader and larger following of subscribers. In addition to growing the database by more than 50%, new email campaigns contributed to an increase in sales of more than 30% in the first year.
To extend the brand reach and relevance, and to introduce the brand to general consumers, we launched influencer campaigns, primarily focusing on Instagram. The brand has a strong following of both event planners and home décor enthusiasts who love luxury candles and are brand advocates, so working with these advocates along with others we seek out, has increased their social media reach, engagement and following, and produces positive ROI from attributed sales. It’s a great way to grow reach and promote the brand’s biggest fans.
As with any rebrand, updating print materials is an important aspect. As we updated existing assets with the new logo and branding, we created new print materials as in-box inserts designed to generate repeat sales, luxury brochures and updated product packaging.
E-commerce Website Design
We designed a new e-commerce website to reflect the new and modern brand, tastefully showcase product collections and give visitors a great shopping experience. The Shopify site provides a user-friendly and highly effective content management system which allows products and content to be updated efficiently.
Since the new site launched in early 2018, online sales have increased by 22% YOY.
Videography & Photography
The in-house team at LimeLight produces photo shoots and short, tip-style videos which reach a relevant target audience, evoke emotion and drive consumers to purchase.
From the Client's Perspective
“I like that we’re seeing sales go up also. We get the followers increasing and things of that nature which is fantastic. Awareness building is absolutely critical, but it’s also translating into increased sales. From the time we started working with LimeLight Marketing, we’ve had an average 30% increase and in some months we’ve actually had double the sales. It is fantastic to have a group that we can work with that feels like we are all one company…that people are just as dedicated to our company as we are.”
– Keith & Shelley Espelien
Measuring the Results
We have a results-oriented approach at LimeLight, so we track, measure and analyze everything we do. That means we know what is working for Creative Candles – such as email marketing – and where we need to make adjustments on their behalf.
As we’re responsible for their consumer marketing, it also means that the in-house team at Creative Candles can be more efficient and productive, concentrating on their core business objectives while reaping the benefits of outsourcing with great marketing results.
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