Creative Candles out of Kansas City produces premium, handmade candles. Their luxury good is 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.
The Challenge: Reach & Image
Before working with LimeLight Creative Candles, the owners were not satisfied with their outdated brand image and they saw an opportunity to grow revenue beyond their current target audience of event planners and stylists. Their content strategy was focused on sharing curated photos of extravagant weddings and photo shoots that featured their candles. This content appealed to event planners and brides but excluded an entire audience of people who enjoy using premium candles in and around their homes. They wanted to update the brand and find creative ways to expand their reach and grow revenue.
Solution: A Premium Lifestyle Brand
As we worked with Creative Candles to learn their passion and gathered customer insight, we found that while candles might seem like a commodity product, what consumers are really buying is the experience, beauty, and warmth that premium, handmade candles bring to their home or special event. They aren’t just buying a product. They are buying a lifestyle that they aspire to.
Working from this insight, we created brand messaging that tapped into the aspirations of their target audience, inspiring them to experience the beauty, quality, and the lifestyle of premium candles.
The messaging included everything from a one-sentence overview – the hook – to a brand narrative, message building blocks, value pillars and benefit statements. It set the foundation for their content strategy.
We then set out to give this lifestyle brand a new look. One that was modern, premium, and embodied the essence of the brand. We then integrated the new logo, color palette, fonts and imagery throughout their entire brand to include new packaging, print materials, and a new and improved website.
Content Marketing Strategy
We developed a content marketing strategy with the goal of reaching a wider customer base with engaging content and turning social followers and prospects into customers on their new eCommerce website.
The social media content promoted a lifestyle – telling a brand story greater than product-focused candle posts. The content positioned Creative Candles as an essential part of elevated lifestyle experiences – such as family and friends gathered around the table with a sleek, modern tablescape with the warm glow of Wedgwood tapers.
Using persona-based marketing, we created content that was both engaging and useful – helping customers live out their aspirations while also offering practical tips for how to add candles to your porch decor. The photos and videos evoked emotion and drove consumers to purchase.
This content strategy is balanced with continuing to show off the amazing photos taken by photographers. Talk about inspiration!
Website traffic from social media channels
“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 cricital, but it’s also translating into increased sales. From the time we started working with LimeLight Marketing, we’ve had an average pretty solid 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 and Shelley Espelien