Brand Storytelling to Drive Social Engagement and Connect with New Audiences.
Problem
Australian Skincare brand Jurlique engaged Plump & Spry to create social and ‘ever green’ content for their website to:
- Promote their products
- Increase engagement
- Attract new customers in global markets
Solution
The content mix at the time featured pack shots and studio images of airbrushed models. This felt generic and lacked a distinct point of difference. Natural ingredients make their products so special - so we challenged the brief and proposed a shift in direction. We organised a micro-content series; documenting Jurlique’s farm with human interest stories on the farmworkers, educational pieces on the eco-system, and of course - the benefits of the natural ingredients grown on site and used in products. The campaigns centred around the nature and beauty of the Jurlique farm, nestled in the Adelaide Hills. Pre-planning was key - to ensure we got visuals of what was seasonally availlable during the shoot.
On a platform reknowned for fast-moving, short-form content, we opted for long-form storytelling on Instagram, believing our audience would appreciate the value of each story told.
Results
This storytelling approach communicated the products provenance and resonated wtih customers. Instagram engagement per post increased up to 400% under this strategy - with a post dedicated to the plight of the farms bees, proving to be most popular.