Glade Aromatherapy
(SC Johnson)
The Glade Wellness Scenter
Output: Creative Strategy
Completed: United Entertainment Group
Glade Aromatherapy needed a celebrity/influencer led creative partnership that could generate enthusiasm and trial amongst women in the UK.
The Challenge
At the time of this campaign, UK consumers were in the midst of an ongoing cost of living crisis due to rising inflation that had hit a new 40 year high. The creative needed to capture the attention of media but more importantly it had to start with the shopper in mind to provide a reason as to why they should spend money on buying Glade aromatherapy despite it being a non-essential item.
The Strategic Approach
My strategic narrative began with a key statistic - 85% of UK consumers suffered symptoms of poor mental health because of rising inflation and the ongoing cost-of-living crisis. However, only 20% of those surveyed had been referred to a specialist leaving a large group unaware of how they would gain access to mental health support. And while mental health issues continued to rise, so were the costs of psychiatrists. At the time, psychiatrists in London’s capital were charging 45 per cent more than the rest of the UK.
Consumers were left with little help in managing their moods and the stresses of day to day but were using social media as an outlet to engage in dialogue and share inspiration on ways to increase happiness and boost their moods. Affirmations, journaling, and meditations were some of the most popular content across both TikTok and Instagram. However, there was one key mood enhancer that was overlooked - scent.
Fragrance had transitioned from being a ‘nice to have’ to people actively seeking out scents for wellbeing benefits. Functional scents - a buzzword for fragrances that affect the performance of our brains and bodies - were continuing to make headlines for having significant and measurable effects on mood, irritation, stress, depression, apathy, happiness, sensuality, relaxation and stimulation.
Through merging these trends with the overall state of our consumer, I landed on a platform titled ‘Scentspiration’ where Glade would partner with key social influencers leading the charge in wellbeing to create moments of inspiration that would educate our audience on the connection between scent and well being and activate them to find the right Glade scent for themselves.
The Work
Glade fragrances do more than smell pretty. They have long been based on the science of scent and have partnered with the world’s best perfumers to create signature blends that transform mood, attitudes and energy.
To further build Glade’s credibility we launched the first ever ‘Wellness Scenter’ at the London Wilderness Reserve luxury estate, inviting key wellness influencers across the UK for a staycation with an itinerary filled with moments to educate them on the link between scent and wellbeing.
The Impact
Within just three weeks, the Glade Wellness Scenter received the following results:
Over 10.7 million impressions
Over 6.5 million earned value
+58% higher engagement rate vs. the prior year’s campaign
97% positive comments
Over 250 pieces of content produced
+200 earned content pieces