Aesop’s global social strategy
How can we help a luxury skincare brand nourish the world?
Aesop had a challenge — bring their brand ethos to life on social.
With decades of rich heritage and a loyal customer base, they knew who they were and what they stood for.
But how could they bring that to life in such a disposable, fast-paced environment?
The ask
Create a long-term social strategy, for audiences in the UK, US, China and Japan.
Bring Aesop into the modern era on social, focusing on how they can nourish people and their community.
The approach
Deep dive into the different markets, understanding intimately how pockets of people behave on social, and how they nourish themselves and their community.
Build content pillars which can give Aesop room to grow over 3-5 years, extending what their definition of ‘nourish’ can mean.
Creative ideas which span from repeatable lofi formats, to ambitious executions which extend beyond digital content.
A social tone of voice (TOV) which can flex from serious to informative to fun.
The results
Detailed definitions of who we should target, and the channel nuances in different regions. From popular platforms that focus on reach, to niche platforms that resonate with smaller communities.
A comprehensive guide on how to build credibility on social as a brand, from innovating products, to offering moments of calm in a busy social feed, to actively making a difference in the real world.
Easy to understand TOV documents which can help scale teams and build consistency.
A very happy client!
