Launch Campaign:
dōTERRA abōde
For the release of this major product line in Canada, I coordinated and helped execute a marketing campaign across website, email, blog, and other digital media platforms.
This launch was successfully executed in June of 2023.
Main Idea
doTERRA abode is a household product line introduced in the fall of 2021, coming to Canada almost two years after the original United States release.
Main Challenge
The abode line had been available in the US for roughly two years by the time we released it in Canada, and it had declined significantly in both sales and popularity. Being late to the party in more ways than one, our main task was to re-ignite excitement about these products and maintain interest in the line long-term
Similarly to what we faced with the doTERRA sun launch, the original USA marketing of these products relied heavily on compliance “hot words” like “natural”, “safe”, “toxin-free”, etc. So, we had to reinvent much of the original campaign material to work within the unique regulatory restrictions of our market without stripping the products of what made them great in the first place.
Web Strategy
Month 1
Website Homepage “Takeover”
Starting day one of the release, doTERRA abode dominated our website homepage for the entire first month of its lifecycle.
Below are a few snapshots of key website elements we executed on launch day: our main homepage banner, homepage product carousel, homepage content card, and promotional shop ribbon/pop-up.
Month 2
Maintain Awareness
Following the month of its initial release, abode’s spotlight was quickly moved onto other, more time-sensitive promotions. However, we kept up the homepage banner and homepage content card so that it kept its presence on the main website!
Month 3
Pause Promotion for Suncare Launch
Abode took a backseat to the launch of doTERRA suncare.
Month 4
Renew Awareness
The full abode collection was given the featured product spot on our homepage with the following text, and a new content card was added to the side to refresh awareness of the line.
Homepage Banner:
- Headline: New Season, Same Great Clean
- Text: As the seasons change, doTERRA abode™ delivers the same reliable, effective, eco-friendly cleaning solutions for your home and family. Stock up for the new season with the full abode™ home care collection!
- Call to Action: Shop Abode
Year 2
“Spring Cleaning” Campaign
Now that abode has been in our market for almost a year, we have been re-promoting it actively as we move out of wintertime and begin emphasizing spring cleaning. To help push the products during this key cleaning season, we also introduced a 10% discount on key items in the line for the whole month of March, 2024.
Below, you can see the key website elements associated with this campaign.
E-Commerce Product Pages
Because of the nuances in Canada’s legal regulations, we had to reimagine the descriptions for each product’s e-commerce listing in the same way we had to reinvent the promotional materials.
Email Campaign
Day 1: New release announcement in the top slot of our mid-month e-newsletter.
- Headline: New! Welcome doTERRA abode™
Week 1: Separate announcement highlighting each product’s key benefits and linking to shop pages.
- Email subject: New! Abōde™ Line Has Arrived
- Headline: Welcome to Your New abōde™
Week 2: Email showcasing the line’s eco-friendly and sustainability features with links to educational blogs.
- Email subject: Discover More About abōde™
- Headline: Introducing Your New abōde™
Week 3: General reminder/re-announcement in the top slot of the next month’s first e-newsletter.
- Headline: Make Yourself at Home
After this initial 4-email series, we eased off email reminders and shifted our focus onto regular web and social media promotion over the following months.
I can provide visual and written examples of the emails themselves upon request. 🙂
Blogs
To better educate customers and distributors about what made doTERRA abode products worthwhile, we wrote and published multiple educational blogs. These were boosted and shared via marketing emails, social media posts, and web links throughout the campaign. We consistently re-share these resources when promoting these products!
Blog
The doTERRA® abode Product Line
Get to know each of the new
doTERRA® abode products.
Blog
Why Use doTERRA® abode?
Learn what sets doTERRA abode apart from other commercial cleaning brands.
Social Media + Ad Promotion
For every campaign or promotion, we prepare a collection of graphics that feature high-quality imagery, campaign headlines, promotion details, and product education. These are shared on our social media platforms and boosted as ads. They are also shared to our Digital Marketing Kit for doTERRA distributors to use in their personal promotion of these major deals, discounts, and product launches.
Below are some examples from this campaign:
Zoë Freeman | Portfolio 