Rising Sun Botanicals
**Foreshadow: Client Pick**
Prologue:
Rising Sun Botanicals is a local essential oil business that was established in 2016. The founders, Michael and Joe were inspired by a Hawaiian shop when they used to live there and started to sell their oils through their website. Currently, most of their consumers are from word of mouth, so they’re hoping to expand on social media by using SEOs.
Industry: Health & Beauty Role: Lead Strategist My first impression: Essential oils are everywhere.
The Ask: Raise awareness primarily through social media and SEO.
The Problem: RSB is a local essential oil shop with many competitors locally and internationally. In other words, “What is making them stand out?”
The Solution: Advertise RSB on social media in the most “non-ad” way to create that authentic, local shop niche to attract consumers.
Research Methodologies:
| Industry Research:
Understanding the categories that essential oils could potentially fall under.
“How are people using them, what do people associate the oils with, where are people purchasing them, do people prefer to buy from locals?”
2. | Social Listening:
Observed social platforms to gain insight into oil users. Identify how the community is with new users/regular users or if there are do’s/don’ts in using the essential oil. The first place to check out: the comment section on Tik Tok.
Climax:
The Situation: Essential oils are being depreciated because they’re everywhere.
We took a trip to see where else can you purchase essentials oils and we found them everywhere in all kind of departments stores.
You can buy them at RSB, but also at the yoga studio…and then crystal shops…and Trader Joe’s?… AND MARSHALS?!!??
The Target: The Generation of Change: older Gen Z and younger Millennial
They are the first to grow up with social media, anything that goes viral or is “trendy”, is controlled by this age group. The downside of it is that 57% of Gen Z and Millennial experience major anxiety due to social media, so they’re always looking for ways to “relax” and “de-stress”.
The Insight: People use their senses for escapism.
Out of the five senses we use, smell is the strongest. No matter where they brought their oils or what they are using it for, it all leads back to an alternative from their reality. Using their senses to find their comfort place to transcend mentally.
The Strategy: Sense the Present.
You have the most control in the present, yet everyone is always so focused on the past or the future. People use escapism to feel more comfortable and confident in their present moment, and in doing so, they are transcending into the best version of themselves.
Epilogue:
Award: Winner - Client Pick!
Ataraxia: noun.
“A state of freedom from emotional disturbance; tranquility”
“Would you like to feel what it is like to be in a state of Ataraxia? How about attaching your feelings to a scent? Our Lavender is wonderful for promoting relaxation and alleviating anxiety and depression.
Check out the link in our bio to get your ticket to freedom today.”
#SenseThePresent #Lavender #Organic #StressRelief #Tranquility #Essentialoils
Reverie: noun.
“Would you like to feel what it is like to be in a state of Reverie?
We recommend using our peppermint essential oil. Peppermint has a special affinity for the mind and inhaling it is said to increase focus and sharpen memory. A perfect use for studying and meditating.
Check out the link in our bio to achieve this state of relaxation.”
#SenseThePresent #Peppermint #Organic #StressRelief #Daydream #Essentialoils
Fika: noun.
“Sometimes there’s a feeling we cannot describe.
Would you like to feel what it is like to be in a state of Fika? We recommend using our ylang ylang essential oil, which is extracted from the ylang flower found in Madagascar.
Check out the link in our bio to bring yourself a step closer to slowing down.”
#SenseThePresent #YlangYlang #Organic #BeingPresent #Essentialoils
Social Media Campaign:
You know when you feel something, but can’t seem to pinpoint a way to express it? The feeling is so strong, yet you’re in awe of how to say it. Well…how about attaching that feeling to a scent.
When you’re feeling peaceful you can also say “I’m feeling very lavender”.
Metanoia: noun.
“Would you like to feel what it is like to be in a state of Metanoia?
Try using our sweet orange essential oil. Sweet orange can be used to boost the spirits and yet it still calms your nerves, making it perfect for prepping yourself for transformation.
Check out the link in our bio to achieve this state of relaxation.”
#SenseThePresent #SweetOrange #Organic #Transformation #Essentialoils
Tik Tok/Reels Videos
From the very beginning, we knew that RSB needed to market in the most “non-ad” way to stand out.
We decided to launch “Moment Meditation” videos as their campaign for people to use their senses to feel relaxed and calm and associate that with RSB. The videos are shown in an organic, authentic setting, allowing anyone to enjoy a moment of grace.
