Rebrand for Creative Candles

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.

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.

Social Media

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!

view Creative Candles’ instagram

Blog Articles

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

Email Marketing

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.

Influencer Marketing

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.

Print

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.

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.