Lakeland Spring Clean Campaign.
Creative Director / Art Director / Digital Lead
Lakeland is a household name across the UK known for its creative kitchen and homewares. Their traditional customer base is loyal but narrow and historically hasn't seen very much growth.
The challenge - using Lakeland’s digital channels - was to promote the expertise and product range of the Lakeland brand to a broader consumer base, increasing brand awareness and ultimately increase sales. Specifically the Lakeland range of cleaning products under the headline promotion of ‘Spring Cleaning’. toward spring cleaning, captivating moments of delight and desirability.
The Concept
Ta-Dah! The secret to effortless cleaning is a little touch of magic from Lakeland.
The Highlights
We created five personas demonstrating reliable solutions to regular real-life cleaning scenarios.
Hero
The Highlights
Each character demonstrates a Ta-Dah moment, as Lakeland makes a cleaning task quick and effortless.
Campaign Creative
The overarching campaign creative was designed to uphold the friendly, personable nature of the Lakeland brand, and reflect its history of creative homeware solutions.
Relating to existing customers and engaging with a new broader audience, each character demonstrates how Lakeland products can fulfil a variety of needs with helpful ease and simplicity.
The Outcomes
Highlight Lakeland’s expertise as the ‘go to’ brand for home cleaning and reach and appeal to a broader demographic, extending Lakeland’s traditional target audience. Campaign deliverables included 1x hero video with 5 character edits, 10 product stop-motion vids with 10 editorial blogs to be seeded across Lakeland’s organic and paid channels.
We also produced a quiz hosted on Lakeland’s Facebook page encouraging users to ‘find their cleaning personality’. The quiz generated high levels of engagement, with over 17,000 interactions across the campaign.