Case Studies

The Yankee Candle Company

The Yankee Candle Company tasked 451 Marketing with creating a media frenzy around “Mmm, Bacon!,” the newest addition to its Man Candles Collection.

Challenge

The Yankee Candle Company, the #1 most-recognized name in the candles, tasked AOR 451 Marketing to launch the newest addition to its Man Candles fragrance collection – Mmm, Bacon!

Strategy & Tactics

451 Marketing immediately identified the new product launch as a unique opportunity to expand Yankee Candle’s traditional PR program to include national men’s media and business retail press, promoting the message that “candles are for men, too!”

451 Marketing crafted a compelling story around Mmm, Bacon! uniting the public’s obsession with bacon and love of the Yankee Candle brand with the tongue-in-cheek novelty of the new, man-focused candle. To boost excitement around the product, the team developed and sent custom Mmm, Bacon! gift baskets to key broadcast media influencers including producers, TV personalities, and celebrities.

Once momentum and buzz began to build around the new scent, the 451 Marketing team leveraged top tier print coverage and producer relationships to secure national morning and late show TV coverage.

 

784

Media Hits

710 million

Reach

$6.3 million

Editorial Value

Simultaneously, the 451 Marketing social media team executed complementary programs, content and contests. These campaigns included:

  • Ode to Bacon: Encouraged consumers to show their love for bacon via social media for the chance to win a “Bacon Addict” gift basket.
  • Bringing Home the Bacon: Tracked Twitter conversations to find influencers talking about and craving bacon. Sent those influencers Mmm, Bacon! Candle.
  • Match Game: Adapted the popular image matching game to include Mmm, Bacon! images. Participants to compete with a $5 off code incentive.
  • Famous Dads: Calls on social media fans to share what makes a man in their life (dad, brother, uncle) famous for the chance to win a “Bacon Addict” gift basket.

Finally, team developed and executed a two-day satellite media tour in early June to complement initial media pitching and mailers and boost media exposure leading up to Father’s Day.

Yankee Bacon hits

Results

The campaign was a success, igniting media frenzy among national broadcast, digital and print outlets resulting in a reach of 710,994,681 – a 169% increase from the previous year’s Man Candles Collection launch. Coverage of the new scent was secured in 784 outlets valued at $6,371,297.82.

451 Marketing’s two-day satellite media tour garnered 356 total hits, including broadcast and online, with a reach of 3,516,284 and return-on-investment of 3,426.4%.

The Ode to Bacon Facebook announcement alone incurred 858 comments, 3,883 likes and 1,082,368 in reach. Ode to Bacon fan submission posts incurred 10,387 likes, 9,273 shares and 2,905 comments. The Famous Dads contest incurred 427 submissions. The fan submission Facebook posts incurred 1,718 likes, 33 shares and 13 comments.

Yankee Candle Bacon

GMA II

Kelly & Michael I