What started in 1921 as a pharmaceutical laboratory, with its own plant garden, is today a world-leading manufacturer of certified natural by NATRUE personal care. Weleda is a multinational company that produces both beauty products and naturopathic medicines. Both branches design their products based on anthroposophic principles.
Natural cosmetics brand Weleda wanted to build closer relationships with consumers and in particular to reach young consumers. In order to communicate its values more authentically and dynamically, Weleda looked to Olapic for help incorporating user-generated content.
Weleda leverages Olapic’s Content Engine in order to tap into the user-generated, or “earned,” content its consumers are already creating. Through Content Engine, the brand is able to access thousands of photos with Weleda-specific mentions, hashtags, and keywords, giving them access to imagery that the company can use for brand communication.
2,500images have been used
In 2017 Weleda launched the Global Garden campaign contest, with the hashtag #GlobalGarden, in 16 countries in parallel. The winner of the contest traveled to eleven countries in three months in early 2018 and shared blog posts and images on their extraordinary trip on weledaglobalgarden.com and across social media with their followers. In the background, images tagged with the hashtag of Olapic’s Content Engine were identified that communicated Weleda brand values. Following the successful test phase in Germany, France and the USA, activities are now being rolled out in other countries.
" "Olapic is making an important contribution to our branding efforts by actively integrating consumers into our brand communications: authentic, high engagement and customer loyalty, ultimately making us more successful." "
Daniel Kugler, Head of Global Brand Experience & Communication, Weleda