PartyLite: After Dark

PartyLite, a long-standing candle-making company, sought to shift their customer purchasing behavior from being offer-driven to product value-driven. They aimed to achieve this transformation with a new collection of luxury fragrances featuring exclusive jar designs, emphasizing a more sensual fragrance experience. Seventy7’s challenge was to create anticipation and excitement around this collection through teaseable, shareable content across PartyLite’s popular social channels.

To meet PartyLite’s objectives, Seventy7 developed a comprehensive strategy. They designed core pieces of consistent campaign content, focusing on look, feel, and messaging, ensuring the product offer could be shared across all active channels. To enhance the perceived value and maximize customer engagement, the majority of the budget was allocated to video production. This strategic choice enabled them to achieve broad reach and high engagement levels, while images were carefully crafted to elevate perceived value. The campaign’s creative execution was designed for multi-channel deployment, with a primary focus on video channels.

Seventy7 concentrated on social channels to engage PartyLite’s active customer base effectively. They meticulously planned the content rollout to maintain consistency. While traditional mediums received less emphasis, the creative execution retained its impact.

The audience-first approach yielded a unique and successful campaign that stood out from PartyLite’s existing product ranges. The multi-channel strategy’s effectiveness allowed the campaign to span multiple seasons and accommodate new products while retaining its distinctive style. The After Dark campaign successfully shifted PartyLite’s customer focus from offers to product value, demonstrating the power of strategic multi-channel engagement.