Southpaw
We are a strategic creative agency that uses the science of emotion to build brands. We use behavioural science and effectiveness research methods in order to deliver creativity that will have high emotional impact on behalf of our clients.
Helping Millions Of Women Relax, Breathe & Let Go With Sanctuary Spa
Business Challenge & Insight
Having closed the famous Spa and turned their focus to indulgent, well-being products, Sanctuary Spa were becoming lost in a wall of similar products at retail stores. We were briefed to help differentiate them through a brand purpose strategy and campaign that re-established them as the brand that exists to ‘Make Women Feel Wonderful’.
n research, we discovered that 88% of UK women believe that brands and media are putting too much pressure on them to be perfect. And 12 million women feel as though they’re about to burnout. Cross referencing this target audience with our bespoke neuro-mapping methodology, we challenged the increasing trend of female empowerment campaigns with a counter message: that success is not defined by busyness, by leaning-in and being a superwoman, it’s in stepping back every now and again, appreciating those moments and letting go.We had an overwhelming response to the integrated 360 campaign, (new brand guidelines, TOV and visual identity, digital film, print, website, social media, blogger outreach, packaging, in-store POS, PR and new company culture) with an outpouring of positive emotion witnessed across social.
The #LetGo movement inspired Richard and Holly Branson, Perez Hilton amongst others, and featured in The Times, Daily Mail, Telegraph, BBC, Marie Claire, Huffington Post plus 84 others, and share of voice grew by 19% in the campaign period.
- 37% Sales Uplift
- 55 Million Video Views
- +8% Brand Awareness
Southpaw got under the skin of our brand very quickly and through their strong strategic work, they found a really interesting and powerful territory that we feel we can own and that will resonate with our target female consumer all over the UK.