Creating the largest online community of Rachels

We all know that we should live a more natural lifestyle, but how do you create a marketing campaign that promotes this fact without preaching it? Leading dairy brand, Rachel’s Organic came up with the idea to create the largest online community of ‘Rachels’ by challenging them to lead the nation in living a more naturally stylish life. All they needed was an experienced digital agency to execute their idea.

To meet this challenge, we combined our technical expertise and viral marketing experience in creating, developing and launching the micro-site, ‘Calling All Rachels’. Fronted by eponymous company founder, Rachel Rowlands and the ‘green’ TV celebrity Rachel de Thame, the site asks the question; "What type of Rachel are you?" Full of fun personality tests and lifestyle tips, the site encourages Rachels - real or honorary - to live a natural and stylish lifestyle.

To kick-start the campaign, Sequence built a bespoke email scheduling tool which sent out weekly inspiring hints and tips to users that had registered for the natural lifestyle challenge. The result was a fun, feminine digital campaign that brought together a community of women with lifestyles that complimented the brand values. Significantly the campaign also helped Rachel’s Organic subtly promote their range of products to their primary target audience.