If you’ve heard about the Titanic, then you may have heard about Vinolia. Before being on social media, the Vinolia brand was commonly associated as the soap of choice for the 1st class passengers on the historical ship.
Because of this, it resulted in the brand’s consumer base being skewed towards females of 60+ years old.
Naturally, this association was reflected in the marketing of the brand, and relied heavily on word of mouth rather than digital and creative marketing.
This campaign focused on women being unapologetically themselves. This campaign managed to reach over 500K people and had over 5K engagements.
DarkMatter’s goal was to shift the branding to create a more modern look and feel to appeal to a wider, younger audience. The expansion of the target audience was to introduce Vinolia products to a new market segment who otherwise would not have known about the product. This allowed the Client to capture additional revenue and ultimately become a household name in both young and old female target audiences.
Ultimately, to become a household name in both young and old female target audiences.
The modern young woman has convictions of her own and seeks to purchase brands that embody her own beliefs and values.
DarkMatter created a message with key campaign content which assimilated with the beliefs and values of young females.
DarkMatter chose to incorporate soft colours and floral accents to the graphics. This aesthetic was used to establish Vinolia’s first digital campaign: “V is for Vinolia”.
Be Bold, Confident, Feminine,
A large part of the shift was aimed at turning Vinolia more into a lifestyle brand, that people would want to follow not only because they love the products but also the journey it takes them on.
With a new product being introduced in their range – DarkMatter took to digital channels to launch it, building awareness and brand belief.
The marketing around the launch of the new product has sparked a wave of excitement with a whole new audience base, as well as created excitement in the older audience.