Lumene repositioning on social media
November 2017 – November 2018
In 2017 the team of Lumene Russia faced the challenge of repositioning the brand from mass market to mastige. Our team helped develop and implement communication strategy that conveyed a new brand concept to the target audience. At the end of 2018 we won a Silver award in Tagline Awards for the social media rebranding campaign.
About Lumene
Market leader in Finland, established in 1970
Passionate about Nordic heritage and the potency of the wild arctic ingredients
Supports authentic and effortless approach to beauty
Top-5 brand awarness in Russia among competitors
Objective
Change brand perception and translate new message.
Challenge
In 2017 the team of Lumene Russia faced a challenge re-positioning the brand from mass market to mastige.
Solution
Developing and running a new SM and content management strategy.
NEW BRAND IDEA
Beauty born of light
Local content
production
production
Hot lines held via Instagram Stories with brand experts
Contests and other activities to engage the audience
Influencer marketing
@malika_makeupp
235k subscribers
235k subscribers
@manhattannn
120k subscribers
120k subscribers
@howtosasha
149k subscribers
149k subscribers
@ananaska23
164k subscribers
164k subscribers
@affelandra
382k subscribers
382k subscribers
@mylizaveta
137k subscribers
137k subscribers
Emphasis
on Finnish origins
on Finnish origins
Results
from November 2017
until October 2018
from November 2017
until October 2018
Reactions
>280 000
Organic growth
>21 000
