Case Study: Transforming a brand from seasonal to year-round

Overview

BlissLights, established in 2006, originally gained prominence for its laser lighting products designed for landscape applications. The brand's major breakthrough came in 2013 when it sold over 30,000 units during QVC's "Christmas in July," earning the moniker "Instant Holiday Light." However, this seasonal success limited BlissLights' market perception and profitability to primarily Q4.

In 2018, BlissLights launched a series of indoor products to re-brand itself to be a year-round lifestyle product.

Challenges

  • Seasonal Product Perception: BlissLights was primarily seen as a holiday-centric product.
  • Increased Competition: Emergence of lower-priced competitors.
  • Limited Brand Identity: Lack of recognition beyond the holiday season.

Objectives

  • Rebrand as a year-round lifestyle product.
  • Introduce a modern, high-quality, and affordable indoor product line.
  • Establish a distinctive and appealing brand identity.
  • Define and reach new audience segments.

Strategy and Execution

Before the product launch, we defined potential audiences, our KPI's and marketing tactics to achieve our goals. One audience we defined was creative professionals looking to enhance their work or home environments.

Defining New Audiences

  • Target Audience Identification: The campaign was designed to attract creative professionals looking for unique lighting solutions.
  • Creating New Audience Personas: Developing personas to better understand and cater to the needs of potential customers.
  • Educational Content: Providing information about the benefits of BlissLights products through dedicated landing pages and social media content.
  • Micro-Influencer Collaborations: These partnerships helped introduce BlissLights to new audience segments within the creative community.

Brand Awareness

  • Rebranding and Storytelling: The campaign used storytelling to communicate the new brand identity and the benefits of the indoor product line.
  • Social Media Campaigns: Both organic and paid social media efforts were employed to increase the brand's visibility and reach.
  • Influencer Partnerships: Collaborating with micro-influencers helped to spread brand awareness among creative professionals and their followers.
  • User-Generated Content: Encouraging UGC through the hashtag #blisslights helped to further promote the brand.

Digital Content and Distribution

  • Digital Content: Designed landing pages highlighting key product benefits, usage galleries, and a clear call-to-action for newsletter subscriptions and product giveaways.
  • Website Tracking: Implemented tracking pixels to collect visitor data for future retargeting campaigns.
  • Social Media Ads: Created personalized branding campaigns with social media ads that led visitors down a drip campaign to learn more.

Results

The three-month Creative Spaces Campaign achieved significant success:

  • Email Subscribers: Acquired over 700 new subscribers.
  • Social Media Growth: Gained over 1,000 new Instagram followers.
  • Website Traffic: Increased by 65% during the campaign period.

This branding campaign laid the groundwork for BlissLights' evolution into a year-round lifestyle brand and established a foundation for ongoing e-commerce success.