GLADE

The new concept „CREATE WITH GLADE“ brings together all creative souls. It is  PART OF YOUR LIVES , whether a friend comes over for a visit, you relax at home on the couch, or you are crafting Christmas decorations.

The main goal of the campaign was to present Glade candles AS A SOURCE OF FRAGRANCE but also as companions that help us CREATE MEMORIES. By combining creative content and emotional connection, we managed to create a STRONG BOND BETWEEN THE BRAND AND CUSTOMERS.

GLADE CANDLES HAVE BECOME NOT ONLY PART OF THE CHRISTMAS RITUAL BUT ALSO AN INDELIBLE EXPERIENCE CONNECTED WITH CREATIVITY AND LOVE FOR CHRISTMAS TRADITIONS.

We decided to address candle lovers through the „CREATE WITH GLADE“ campaign. The basic goal was to COMBINE THE BRAND WITH THE CREATIVE PROCESS (the „DIY“ concept), inspire users to create decorations in any season, and thus strengthen the emotional connection with customers.

• CREATING A NEW CONCEPT
  We created the concept of CONNECTION WITH CREATIVITY, linking Glade candles with creative activities such as making autumn, Christmas, and other decorations. We began creating and publishing inspirational content – DIY inspiration in the form of texts, photos, and videos with ideas where Glade candles play a key role. This created a STRONG CONNECTION BETWEEN THE BRAND AND CUSTOMERS, where Glade candles are not just a product but also represent specific (holiday) events and the creative process.
• ENGAGEMENT OF INFLUENCERS AND CREATION OF AUTHENTIC CONTENT
  We organized a special workshop for influencers, where they created with Glade products. This resulted in content that appealed to their fans on social media and introduced the brand to a new audience. The outcome is the STRENGTHENING OF BRAND CREDIBILITY through AUTHENTIC CONTENT and INFLUENCER RECOMMENDATIONS. We then analysed the content created by influencers and evaluated its success based on reach, shares, and usefulness to users.
• BRANDING CONNECTION WITH EMOTIONS AND THE CREATIVE PROCESS
  We focused on the EMOTIONAL CONNECTION of Glade candles with creating memories. An AUTHENTIC CONTENT was created through the influencer workshop, raising awareness and showing that Glade candles can be an INTEGRAL PART OF the creative process, especially during the Christmas season.
• ENSURING THE LONG-TERM EFFECT OF THE CAMPAIGN
  The campaign aimed at BUILDING A LONG-TERM CONNECTION BETWEEN THE BRAND AND CUSTOMERS through creative content. It was crucial to emphasize the VERSATILITY of Glade candles, their UNIVERSAL USE, and the ability to CREATE A COZY ATMOSPHERE. This helped solidify their perception as a companion in creating a pleasant home atmosphere throughout the year.