The Yankee Candle Company historically never marketed its products to the male demographic (35% of the $3.1 billion U.S. scented candle market). It was unsure how to launch its new limited-edition Man Candles collection.
451 took one look at the un-tapped potential of Yankee Candle’s unique line of Man Candles and lit a fire under the brand. The agency encouraged Yankee Candle to redefine the boundaries of its traditionally female-centric marketing approach and to create a campaign inclusive of men.
451 came up with the idea to promote the Man Candle line as created specifically for men to be enjoyed in their “man town.” The agency strategically timed the launch of Man Candles to coincide with Father’s Day. In preparation for the launch, the led strategy, seeded top media with product, developed key messaging, and designed a social media campaign to coincide with PR.
451 PR and Social Media teams collaborated on a series of social media contests including: Ode to Bacon and Bringing Home the Bacon, offering various target audiences and market influencers the chance to win “Bacon Addict” gift baskets and product. Engaged fans were encouraged to share their excitement on Facebook and Twitter by using the hashtag #MMMBacon.
The agency also created 2 other rewards-based, social marketing contests to honor dads for Father’s Day: Man Candles Match Game and Famous Dads. Established on Yankee Candle’s Facebook fan page, The Match Game had images that changed weekly, driving return visits and further fan engagement. With Famous Dads, Yankee Candle asked its Facebook and Twitter fans to share what makes their dad, husband, uncle, or brother famous along with the hashtag [#dadwantsbacon]. On Instagram, entrants were encouraged to upload a photo of their dad that illustrated what makes him special.
451 led what would become the single-most successful limited-edition collection launch in the company’s history. The fully integrated campaign reached more than 1 billion people and developed an entirely new customer base.
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