Bringing 175 years of heritage to life with user-generated content
Skincare brand Palmer’s was looking to celebrate its 175-year heritage. We did this by using real consumer stories from their highly engaged audience, who were only too happy to share high quality user-generated content.
With a rich heritage and a loyal legion of ‘super-fans’, Palmer’s holds a special place in the hearts of many. Generally passed down from generation to generation, its unique scent is particularly nostalgic.
With an engaged online community, we had received thousands of pieces of user-generated content as part of previous campaigns. We weaved this together with old advertising assets to draw parallels between the brand’s history and the personal histories of its fans.
We created a range of video, static and editorial assets and incentivised further engagement by asking fans to share their own #PalmersFeeling. The quality of user-generated content received was extremely high. Many entrants produced uniquely creative assets, which were then re-purposed for social content.
The campaign achieved 187K of brand video views and a 37% peak engagement rate. Palmer’s fans shared a total of 577 items of user-generated content in just six weeks. And our relationship with Palmer’s continues to grow after eight years of working together.