Objective: Drive awareness of skincare brand Botanics amongst the Refinery29 social audiences, bringing to life their brand value: ‘we believe in the power of plants to improve your world’.  

Creative Solution: To inform how we brought the Botanics brand values to life visually, we looked to trending cultural themes amongst the R29 and Botanics audiences.  

We found celebrating intuition, connection and being in tune with yourself and nature was a trending cultural theme that resonated with both audiences. 

So to help capture this we commissioned illustrator Bodil Jane to depict women engaging in self-care whilst connecting to nature in recognisable urban settings. 

We asked Bodil to subtly incorporate brand symbols (the three droplets and the circle as per the Duo Oil campaign), as well as key ingredients found in Botanics products. 

These vibrant illustrations went live alongside a lighthearted, relatable and witty Instagram Story Quiz written by Stevie Martin, which encouraged the R29 audience to discover their ‘plant personality’.

The quiz gave the R29 and Botanics audiences something to share in their own feeds as valuable social currency, helping to drive further brand awareness.  

Credits:

Creative Lead: Amelia Bowe

Illustration: Bodil Jane