About the Project
Aromatherapy Associates sell natural oil blends in the major retailers of 45+ countries, including John Lewis, Space NK, Boots and spas such as Champneys. They had gathered a large database over 30 years, but didn’t have an email marketing strategy to engage with their contacts.
Objective: To re-engage Aromatherapy Associates' large database of inactive contacts ahead of the enforcement of new GDPR regulations.
The Big Idea: Analysis of the data highlighted that the majority of contacts first discovered the brand in a Spa setting. Coinciding with the launch of their newly-released De-Stress Kit, we were able to create a meaningful content strategy that positioned the new kit as an 'at home spa' with engaging tutorials and 'how-to' guides.
The campaign launched the De-Stress Kit with a series of videos inspired by spa treatments, each centring on a product in the range.
Connecting with the customer with meaningful content
We created a series of videos demonstrating how to use various products to ‘bring the spa to your home’. The videos offered a menu of treatments that could be performed on yourself or a loved one at home, reaping the benefits of spa treatments without having to leave your home. Each video tutorial centered on a key product within the De-Stress range, presented in a useful and therefore shareable format.
increase in email open rates
increase in email CTR to above industry average
increase in size of mailing list organically