L’Occitane has launched a new multi-channel branding campaign in time for the festive season.
In preparation for Christmas, the creative made by Bladesman is aptly named, ‘What is a Gift’. The 30 second ad highlights issues such as respecting biodiversity, reducing waste and empowering women; all of which align with the brand’s core values.
The linear TV campaign, which began on the 7th of November, will feature on CH4, Channel 5 and a range of Sky channels, with hero spots on household names such as Grand Designs; this will be supported by VOD activity across All4 and Sky on Demand. In addition, linear activity in the Republic of Ireland will also be running on Virgin throughout November, featuring on primetime shows such as Emmerdale.
On the 21st of November, a two-week out-of-home campaign containing bespoke “station domination” plans will start across London covering key arterial stations such as Bond Street station. Strategically chosen due to the city’s high concentration of ABC1 Adults, the OOH drive contains a variety of London Underground formats selected to create an unmissable feeling in stations close to key L’Occitane stores. Mirroring this strategy, a campaign will be run in both Northern Ireland and the Republic of Ireland throughout November.
To supplement the TV and OOH activity, L’Occitane will have presence in several traditional print placements targeting ABC1 Women throughout November and December. These include magazines such as Good House Keeping, Women’s Lifestyle, You Magazine, Woman & Home, with additional supplements in the Times, and a placement in the luxury gifts issue of the Sunday Times Style magazine.
Over the course of the ‘What is a Gift’ campaign, L’Occitane will continue with its ‘always on’ podcast strategy and will be featuring in Changes with Annie MacManus and Owning It: The Anxiety Podcast.
Commenting on the campaign, Agathe Leroux, UK and Ireland Marketing Director of L’Occitane, said: “Christmas is a key period for us. This year, we wanted to bring awareness to a more conscious way to gift during the holidays. Gifting at L’Occitane means supporting our core values, such as respecting biodiversity, reducing plastic and empowering women. Guerillascope helped us to build a powerful 360 campaign to reach all touchpoints, it was a brilliant collaboration, and I’m looking forward to seeing the results!”
Alexa Buckler, Associate Director at Guerillascope, added: “We’re delighted to be working with L’Occitane on the ‘What is a Gift’ multi-touchpoint campaign, the ad has an important message on sustainability and empowerment, both of which values are very important to us at Guerillascope”.
Visit uk.loccitane.com today to discover what gifts they have on offer this festive season.