Keep It Simple. Make an Impact with Brand Resonance.
Established in 1976, Thursday Plantation is a renowned and well-loved tea tree skincare business from Australia. Commemorating their 40th anniversary in 2016, the brand intended to launch a new campaign that would consolidate their existing image and improve overall product popularity.
Client
- Thursday Plantation
What We Did
- Brand Positioning
- Slogan
- OOH
- Web Design
Maximising the Synergy
Following a thorough market analysis, Ztory concluded that 100% Pure Tea Tree Oil was the brand’s best known product. However, a lack of brand identity led to consumers struggling to associate new products with the brand or its bestseller, which hindered any promotional effort.
Presented as an expert in plant-based skincare products, Thursday Plantation highlighted unique properties of their signature 100% Pure Tea Tree Oil, including the adoption of all-natural ingredients and having no side effects, in their new advert. Other products were also mentioned in the ad to trigger a synergistic effect. The bestseller’s popularity and reputation increased the market’s confidence in the efficacy of other products and maximised their publicity.
Adapt to the Digital Age
This project successfully solidified Thursday Plantation’s brand image and raised consumers’ understanding and awareness of various products, which prompted a further collaboration between Ztory and the company in 2018 to create another campaign for the new season.
During the initial curation process, Ztory already realised that 'natural and organic' would not be good enough as the selling point. As we have entered the digital age, print ads are not sufficient in battling increasingly fierce competitors. Forming connections and facilitating interactions with consumers via multiple channels is necessary to penetrate the market. On the other hand, Ztory was aware that a lot of youngsters developed acnes due to age, environment or stress. Yet, many are not able to figure out the perfect solution when overwhelmed by false information on the internet.
In the latest advertising campaign, visuals were designed using a contrasting approach. Precise and concise slogans clearly made product features known. Social media outlets and a dedicated website were also used to share information on acne care, triggering positive responses from consumers and strengthening public’s understanding of promoted products.
Three-time Cooperation
Simultaneously launching on- and offline adverts gained attention and repackaged Thursday Plantation as a classic brand for young people. In 2022, the company engaged Ztory once again to make a new series of ads for the upcoming quarter.
Introducing the new Tea Tree Concealer Blemish Stick, the latest campaign employed Thursday Plantation’s clean-cut visual style and clear-cut slogans for consumers to fully understand the product’s features.
Complicated advertisements with too much content can backfire as viewers may struggle to digest the information involved. Rather, Ztory curated straightforward ads emphasise the brand’s identity and shared values, which attracted target audience’s desire to learn more about the products, and ultimately boosted sales.
