Yankee Candle (Luke Bryan Candle Promotion)

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.

Luke Bryan Candle Promotion Campaign

Challenge

Yankee Candle secured a partnership with Luke Bryan to launch a vanilla bourbon scented candle named after the artist’s new song “Kill the Lights.” With less than two weeks to launch and limited samples for media, our team was under the gun. Additionally, the launch was to be coordinated with the releases of artist’s new song which could cause messaging confusion.

Strategy

• Requested and led calls with album label to find ways to maximize opportunity
• Drafted media alert to amplify news
• Leveraged our relationships with national morning shows to secure coverage

Campaign Results

With less than two weeks to plan, our team was able to secure 270 pieces of coverage resulting in over 375 million impressions over the course of one month. This included features on both the TODAY show and Good Morning America in the same week.