Elastic Group

BLACKMORES

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CHALLENGE

At the height of COVID and its ongoing lockdown we identified that the Blackmores community wanted to see positive messaging that gave them hope, encouragement and was reflective of their current lives. However, with heavy restrictions, this made it almost impossible to shoot.

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INSIGHT

Through market research, we identified that melancholy COVID messages had created fatigue, which was compounded by high repetition of similar messaging across various categories in the market.

THE IDEA

Taking the audience insight into account and overlaying it with the objective of connecting with the Blackmores community on an emotional level we identified that an uplifting and relatable message was required to drive cut through.

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RESULTS

The result was a Blackmores centric human story that captured real moments that saw the new values our community discovered during COVID being; health, family, friends and the way they work, live and connect. It connected Blackmores to their community and consumers in a highly personal way that stepped out of the melancholy messaging in the market at the time. The content was seeded through organic posting, therefore, was intended to be viewed by those who are highly engaged with Blackmores already.

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BLACKMORES // EMBRACE THE CHANGE

OTHER WORK

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