Limoneira Beauty
Limoneira, the U.S.’s largest lemon manufacturer, commissioned Raby Creative to developed their 2014 email and social marketing campaigns to bolster their new line of beauty products.
The Outcome
The Challenge
As the U.S.’s largest lemon manufacturer, Limoneira had little brand awareness in the beauty industry. They needed specific digital targeting and refined brand messaging to break into the heavily saturated industry.
The Role:
As the contract Art Director for Limoneira, I extended the brand architecture to include elements that embodied beauty industry, simple ingredients, and modern-vintage aesthetic of a company thats been in business for more than 100 years.
I sourced the photography for lemons, integrated water color textures, redefined the typographic treatments and developed the 2013 holidays and 2014 spring digital marketing content.
A 78% increase in email response rates (intent to buy) and a 39% increase in Limoneira Beauty online sale meant this campaign was a success.
This microsite was designed as a landing page for email and social ads.
The Process
digital marketing:
We began with a series of concepts that would strategically play to the Limoneira brand while speaking to the mid-30s target demographic. Once the new design approach was established, we extended the design to Holiday landing page, email and social marketing campaign. The Senior VP of marketing targeted consumers on facebook to garner emails for the beauty-line consumers.
I designed the ads, the landing page, and the email content to engage consumers with holiday beauty specific copy writing and content.
Check out our first campaign below.
Responses skyrocket
Our first campaign landed with a whopping 38% increase in response rates. We capitalized on the fresh engagement by doubling down on our outreach with a New Years Resolutions campaign. We needed more targeted consumers’ emails though. Again, pieces of the content were advertised on Facebook but I made the recommendation to give away less content at the get-go and offer a more targeted lead magnet with a Resolution Beauty Strategies giveaway.
We built a simple landing page that gathered emails from facebook targets and then offered the content on a simple microsite after the email was submitted. Consumers were retargeted in emails with the landing page content a day later which boosted product sales by 10% and kicked up email engagement by 64% from before my involvement.
The final campaign:
Our final digital marketing campaign was launched for Valentines Day of 2014. We designed the campaign using the same strategy and wireframes as the New Year Resolutions campaign. I called this the “Twin Flames Self Love” campaign.
We treated this campaign a bit more like a magazine article, “5 signs you may be a love tart.” This lead consumers to a simple landing page offering two self-affirming signs with the email request to get the remaining three. Consumers entered in their emails and received the full micro-site which included quick-purchase links to the beauty products. Those consumers were retargeted again with the same content in an email. This final campaign resulted in a 78% email response rate.
The final project
Limoneira soon commissioned me for front-end website development to focus on educating consumers on the multitude of lemon uses as well as the integration of recent campaigns. The new site reported 47% increase in click-throughs to select articles over the previous design.
In conclusion
I’m honored to have been a core facilitator in the success of Limoneira’s digital marketing strategy. I also learned a whole lot about lemons!