The iconic Rescue brand was looking to engage an older (45-65) audience on social media, with a view to increase brand awareness and sales among that demographic.
We were tasked with creating a campaign that would resonate with this audience and take the brand in a new direction, something they had not explored before.
We created three beautiful, engaging videos centred around the lifestyles of three influencers – selecting a yoga instructor, interior designer and nutritionist. The campaign focused on their sleeping habits and what a good night’s sleep meant to them.
We coined the term “restfulness” – a nod to mindfulness – and employed that as the central pillar from which the rest of the campaign would grow.
Using sophisticated social listening strategies and tools we created six custom Facebook audiences, to which we would seed the campaigns in slightly different ways.
Through the combination of video, canvas, carousels, gifs and product posts were able to target and engage a new demographic audience in a novel and extremely effective manner.
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