Role: Brand Strategy, Experience Strategy, Go-to-Market Strategy & Campaign
Creating a Need in a Want Category
We positioned Corpus not among other natural deodorants, but within the sustainable luxury personal care space. We launched Corpus as the first genuinely sought-after deodorant through iconic, high-end packaging and branding, an elevated digital retail experience, and strategically limited quantity and distribution.
Capturing the Impulse Purchase
We created the desire, now we needed to make it the easiest thing in the world to buy the product. We shortened the path to purchase with an inspired site design that featured the PDP as the homepage and an ever-present add-to-cart featuring the price. At launch, the product could be purchased with three clicks and it sold out almost immediately.
Bringing Scent to Digital
We focused on the elevated scents as the key differentiator, creating a sensorial digital experience that brings scent to life with evocative photography, scent profiles, and video of people smelling Corpus and describing the images that each scent conjures. Simultaneously encouraging trial and communicating efficacy.
The Result
The narrative around elevated scent was picked up by the press and helped launch Corpus as the cult brand that it is today. We saw a 3.06% conversion rate at launch and 6.4% average conversion rate.
Agency: Wondersauce. Strategy by Clara Freeman. Creative Direction, Design & UX by Estee Kim. Account Management by Chris Spearpoint. Photography by Will Hughes and Shannon Mulcahy.