My research revealed that there was a gap between the desired and current brand image of Rituals.
Too many people had a lack of knowledge about the story behind the brand and her products, while storytelling can lead to a purchasing argument among consumers.
I advised Rituals to sell a movement or experience rather than pushing products.
To help Rituals reduce the gap, I created a social media manual specifically for Pinterest because they were not using the full potential of the platform, and I taught them the importance of storydoing instead of only storytelling. You need to show people what you believe in and act accordingly to gain credibility.
With every storydoing and storytelling action, the message “Occasionally it is good to take a step back, to take care of yourself and de-stress” should play a central role due to the habits of today’s society, which helps consumers to identify themselves with the brand.
Social media manual for Rituals
An example of storydoing for Rituals