Yankee Candle (Girl Scout Cookie Collection)

Client Overview

Yankee Candle engaged our agency over a 10 year period to promote their family of brands (candle, home fragrance, car, accessories and gifts) through public relations. Additionally, our team was often tasked to handle influencer relations, digital advertising, social media marketing, and event marketing and activations throughout that time.

From advising and promoting new product launches to supporting new store openings our agency was a strategic partner that helped facilitate the company’s growth and international expansion both instore and online through eCommerce.

Girl Scout Cookie Collection Campaign

Challenge

Yankee Candle had entered into a new licensee relationship with the Girl Scouts to develop a new product line called the “Girl Scout Cookie Collection” of candles. As part of our overarching public relations program for the company, we were tasked with launching and promoting the new line.

Strategy

• Drive awareness of the new product novelty line
• Support Yankee Candle’s relationship with its licensee partners
• Drive both online and instore sales
• Support increase of social media followers and fans

Solution

• Execute national public relations campaign to secure consumer placements about the product launch
• Leverage the brand’s leadership positioning and existing Girl Scouts fans to highlight the inspiration, innovation and novelty of the new line
• Coordinate with social media team to cross-promote all launch activities

Campaign Results

Our agency created a sweet spot for media with Yankee Candle’s Girl Scout Cookie® collection, securing 202 placements within the first three months post launch. This exceeded our national coverage goal for the collection by 225%. The team achieved immediate success with top-tier media outlets with coverage in Family Circle, New York Daily News, TIME, The Huffington Post, Refinery29 and in the online counterparts for All You, Good Housekeeping, Country Living, Food & Wine, Glamour and People.

Additionally, we received sample requests from production teams at top national TV programs, including “The Rachael Ray Show,” “The Chew,” “The Ellen DeGeneres Show,” and “The Dr. Oz Show.”