IPC fashion and home credentials created a fresh perspective on Lenor through functionality, style, talent and fashion
We wanted to find a way to warm people to the Lenor brand, and felt that the way to engage was to enable Lenor to give something valuable back.
Combining this with a fresh perspective on topics the audience loves, Fresh Talent was born.
To educate consumers on the Lenor range and product qualities. To maintain and strengthen Lenor's link with clothes and fabrics overall. To centre communication around the brand's 'longer-lasting freshness' and achieve an overarching fashion theme.
Talented people and inspiring creativity, influenced by Lenor fragrances. We sent up-and-coming designers -or 'Fresh Talent'-on creative missions/challenges, where they would create both fashion and interior designs consumers would love.
The campaign added brilliant content into our brands though giving people more of what they want, perfectly integrated with the rest of the editorial. A total of 14 features, split equally between Marie Claire and Ideal Home, conveyed the breadth of the Lenor range by shaping content around product variants.
Increase in spontaneous brand awareness by 22% with over 1/4 claiming the campaign made them want to find out more.
Further, more than 1 in 5 said they bought Lenor as a result of seeing the campaign. 7 in 10 agreed Lenor gives them longer-lasting freshness.
Taking a functional product and combining it with our reader interests created an interesting feature, taking Lenor beyond being just a functional product. 7 in 10 thought the campaign was interesting whilst people twice as likely to believe Lenor helps to keep their clothes fashionable.