Lenor Moods
The Lenor Moods campaign, which aimed to raise awareness on the scent line extension of the new Lenor softeners, was based on a 360-degree approach, combining push and pull communication – digital activations in Social Media, influencer marketing, media positioning. The variety of tactics boosted the effectiveness of the campaign and efficiently promoted the new Lenor variants.
We organized a professional photo & video session with our four key influencers, in partnership with 12 Magazine – Bulgarian digital media and team, focused on fashion, people and culture. The special photo & video session with each of the influencers represented the mood and feel of the products. The décor and the place were also corresponding to the Lenor scents. These tactics helped us make people associating each scent with a certain emotion. The influencers shared posts, videos, and stories that made a total Social Media buzz around the new Lenor products. As a result, we launched the new Lenor scents in an outstanding and memorable way. Also, we organized a consumer activation with the online platform of BuzzStore – Word of mouth BUZZ campaign involving 100 regular consumers, micro-influencers in their communities to support the campaign. We prepared special luxury boxes, including two of the new Lenor softeners. The products were distributed to 100 micro-influencers who tested, reviewed them, and shared posts & stories on IG with pictures/videos of the products and #BuzzLenorSoftener.