The Yankee Candle Co.

Do you love the sweet smell of grandma’s freshly baked chocolate chip cookies straight out of the oven? Do you crave the clean scent of newly washed bath towels? Do you adore the crisp smell of a Friday morning in the midst of fall? How about the scent that is created from the mixture of sunshine and sunblock on the beach during a hot summer’s day? If you answered yes to any of these questions, then The Yankee Candle Co. is a brand for you!!

If you have never heard of The Yankee Candle Co., most commonly refereed to as “Yankee Candle”, it is a America’s favorite brand of premium scented candles that began in the year 1969! Yankee Candle was created after sixteen-year-old, Mike Kittredge, created a “candle” out of crayon wax for his mother as a Christmas gift. After neighbors saw the candle, they requested that he make them “candles” as well, and then with that money Mike created the infamous Yankee Candle Co. that millions of people from all over the world adore and trust today!

Yankee Candle has come a long way since it first began in 1969, as it has created over 200 one-of-a-kind scents, sold more than 200 million individual candles, and has even made itself known on many social media outlets!

If you are sitting there and can almost smell the scent of your favorite Yankee Candle as if it were burning next to you, but are concerned because you don’t have a Facebook or Twitter account to keep up with Yankee Candle and all of their collections, such as their newly introduced Halloween 2016 line, have no fear, Yankee Candle is on seven different platforms, so one is bound to accommodate you!

YOU can become a loyal follower of Yankee Candle and get the latest scoop on their seasonal releases and limited edition scents, by checking them out on either their website, Facebook page, Twitter account, Instagram account, Pinterest Board, Tumblr Blog, or Snapchat account. To TOP this, Yankee Candle also has a loyalty club program that both traditionally direct mails and even e-mails it’s members all of the latest news, coupons, and sales so that YOU never miss out on any of Yankee Candle’s amazing offers!

Yankee Candle finds itself the busiest around the holiday seasons, as customers are always looking to burn an “apple pie” scent at Thanksgiving dinner or a “balsam and cedar” scent during Christmas morning! However, Halloween is also a very important holiday filled with spooky scents of candy corn, caramel apple, and most infamously, pumpkin!

This halloween season Yankee Candle has brought back its “Boney Bunch” collection, as well as releasing it’s brand new “Scents of Mystery” collection and it is sure to impress! First, Yankee Candle notified its loyalty members of the the collection releases in mid august via direct mail, as well as email. This sneak peak really got the customers excited for what was to come and even personally invited each individual to the annual halloween magic viewing.

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Second, after details were finalized about the collections fragrances and designs, the company released the information on it’s webpage, in addition to each of its channels.

The website created a banner with a slideshow of images from the seasons most anticipated fragrance release.

Next, to support these images, The Yankee Candle Co. updated it’s Facebook page, The Yankee Candle Company, and even created another event invitation for the release of the products where individuals could RSVP, in case customers missed the first invitation!

Included on the Facebook page was an invitation to the halloween fragrance premier, in addition to a picture of staff showing off their favorite limited edition candles, along with a professional photo of some of the unique candle votives made for this October season that would be available at the fragrance premier event!

However, if Facebook updates were just not exciting enough and someone wanted live updates, in regards to the Halloween collection release, Yankee Candle even provided their Snapchat username, @YankeeCandle, so that customers could follow them on that platform as well!

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After live updates and Facebook premiers, Yankee Candle still kept a consistent IMC by posting some of these same pre-posted images and release dates, in addition to short exclusive video clips, to their Instagram account, @theyankeecandle.

The IMC messages kept consistent on Twitter as well, as Yankee Candle, @TheYankeeCandle, kept it’s customers up to date with live tweets informing the followers to check out their Snapchat to get more live behind the scenes footage of some advertisement promotions!

However, if a follower didn’t have a Snapchat account, have no fear (pun intended) because Yankee Candle also themed it’s 1,3,5 Labor Day Weekend sale around the Halloween collection, and who doesn’t love a good sale!

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BUT if a customer missed all of these social media announcements, there were still more ways to find out about the Halloween collection! The Yankee Candle Co., posted a brand new board not their Pinterest page in so that customers could pin their favorite candles and accents on their personal accounts in order to spread the Yankee Candle love!

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LASTLY! If a customer really, really loved Yankee Candle, but still did not want to create his or her own social media platform, Yankee Candle also catered to him or her by creating a Youtube account and spreading the 2016 spook through that platform as well!

The Yankee Candle Co. revealed it’s seasonal video promotion via this outlet! This was the most exciting Yankee Candle release since the news of the premier of the new collection, because all of the other channels either referenced this promo or showed live, “behind-the-scene” sneak previews of the video during it’s creation phases, so it’s reveal really tied everything together!

As one can tell, Yankee Candle is really present on all forms of popular social media and really does an amazing job at keeping the messages consistent! The Yankee Candle Halloween 2016 Collection not only smells great but has the same message on each of it’s social media platforms, in a really unique way, which is the biggest component of a successful IMC!


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