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"Messes Welcome" Air Purifier Campaign
During National Clean Air Month (May), Scentsy offered a free second filter with the purchase of an air purifier. We paired this with an ad campaign designed to resonate with busy parents and counter typical sterile air purifier advertising.
CLIENT | Scentsy
ROLE | Creative strategy and art direction
SCOPE | Relaunch product line with web redesign, organic & paid content across Meta & Google platforms, email
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Most marketing for air purifiers is guilt or fear-based. While it’s true that indoor air can be up to 100x more polluted than outdoor air (and we spend about 90% of our time indoors!), we wanted to reach the audience that is turned off by an overly-sterile approach to “air care.”
We used a variety of creative themes to speak to our audience: busy parents who need permission to not feel guilty about less than picture-perfect homes.
In our top-of-funnel creative, we focused on relatable messages that embraced chaos and piqued curiosity about "Scentsy Air Care."
In our middle-of-funnel creative, we followed up with facts about pollution, reviews, and the free air filter to help seal the deal.
Research to understand the "4 C's:" company, category, consumer, and cultural insights
I used illustration to make invisible pollutants visible, while keeping it cohesive with the look & feel of the photography
Creating content across all active channels & platforms: Youtube, Meta, Google, email, web
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In addition to increasing product sales by over 4x from the previous month, we increased top-of-funnel awareness for this product line with nearly 2 million impressions across paid and organic social.
LESSON LEARNED | Good creative strategy leans in to tension, rather than shying away from it
