Published on February 09, 2021
Back in late summer 2020, when everyday life seemed that little bit more ‘normal’ Laws of Attraction were appointed by our client, Thermos UK to capture the unique moments so many people share with their Thermos products.
The brief was to create a campaign that showed people’s resilience through times of such difficulty. To do this we wanted to capture people’s personal moments that they had with their Thermos products. Be it, with family, on their own, with friends or even with their furry companions.
With social distancing restrictions on and off across different parts of the UK, the campaign did have its challenges, but after 6 months; both the team at Laws of Attraction and our client have been delighted to see the hundreds if not thousands of special moments captured featuring a Thermos product.
The campaign was built around users tagging Thermos UK and using the hashtag #yourthermos across Thermos’ core social channel, Instagram. Watching the campaign develop over the past few months has been exciting for the team at Laws of Attraction, as we have laid the foundations in place for a unique social channel presence for a well-loved and trusted family brand.
As part of our brief to reposition heritage brand Thermos following the launch of its new eCommerce website earlier in 2020, we wanted to bring the brand up to date on their social channels whilst also remaining true to the core value of the brand, which has been part of families for generations.
The aim of the UGC campaign was to reach Thermos’s existing social community as well as grow its following through their social channels by inviting followers to join in on the #yourthermos conversation. The array of images that came flooding in inspired many to get creative with their content, with animals being a firm feature across the campaign.
“Following the successful launch of our new eCommerce platform, we tasked Laws of Attraction (LOA) with the challenge of growing our newly created social media platforms, specifically focusing on Instagram. Given the limitations in place due to the pandemic, we knew this could be difficult. With a heightened focus on spending time outdoors, LOA created a UGC concept showcasing how the UK was using their Thermos products with a #yourthermos campaign. We’re really happy with the uptake and response to date and have seen a significant increase in traffic and engagement on our channels, including some high-profile celeb/influencer mentions.”
Nina Jaynes, Head of Marketing, Thermos UK
There were a few recognised faces coming through on the campaign, with many enjoying the mix of people and products on show.
Nature has been a lifesaver for many through the current climate. Walking has become the norm and a regular occurrence in many people’s lives, encouraging people to immerse themselves in nature and share their adventures with #yourthermos.
“Whether it’s picnics in the park or hikes in the hills, Thermos has been at the heart of authentic outdoor experiences for over 100 years. In order to capture the essence of those experiences, we selected a series of quotes that we hoped would inspire Thermos advocates to share their own stories using the #yourthermos hashtag. The people of Britain did not disappoint, with a rich tapestry of images and videos coming from far and wide. In a time of social distancing, it was incredibly heartening to see people uniting (albeit digitally) through their shared attachment of this trusted brand and their love for the great outdoors.”
Graham Forbes, Creative Director
We’re excited to see how Thermos' social following continues to develop throughout 2021 and the team here at LOA is already working on the next campaign to help Thermos engage and inspire its audience, just like its products have over the last 100 years.
Take a look at the full campaign via the links below or discover more about our brand communications services here.