Saje Natural Wellness

Saje Natural Wellness is a Canadian company that sells wellness and skincare products made with 100% natural ingredients. The company was founded in 1992 by husband and wife, Kate Ross LeBlanc and Pierre LeBlanc in Lonsdale Quay. In 2016, Saje was granted the EY Entrepreneur of the Year Award for retail/hospitality in addition to Women of Influence RBC Entrepreneur of The Year Award. In the past few years, Saje has expanded within North America, opening stores in the USA. They currently have 52 stores in Canada and 19 in the USA. Their first American store opened in California in 2016. Saje continues to gain popularity within North America and hopes to grow internationally within the next few years. The keywords for this project are related to Saje’s target audience’s interests and hobbies, such as skincare, shopping, reading, and aromatherapy.

A key metric that these campaigns put emphasis on are increasing engagement rates by measuring comments, likes, mentions and shares on Facebook and Instagram. Using search engine optimization and search engine marketing, these campaigns also focus on key metrics like increased click through rates.

Target Audience

The primary target audience for this campaign (through Facebook) is Canadian mothers aged 40-50, who believe in using natural products. They have an interest in skincare, nature, cooking, reading, animals and cleanliness. Spending time with family is essential and important to these mothers. These mothers struggle with many skin sensitivities and allergies, so they are looking for skincare products that are made with natural ingredients. From trying to manage a family of 5, they suffer from muscle pain and headaches, so they are also looking for pain reliving products. Saje offers essential oils blends for headaches, muscle pain, and tension that these mothers will love as they are made with all natural ingredients that will work for their sensitive skin. The secondary target audience for this campaign (through Instagram) is American millennial females aged 24-35. These females have interests in shopping, fashion, reading, yoga, and social media. These females have just started new full-time careers and have become stressed and overwhelmed with the amount of work that they have to keep up with. They are trying to achieve is a stress-free lifestyle, having the ability to relax and unwind from a hectic day. They need something stress-relieving that will not only motivate them to leave work at a reasonable time, but also be happy to come home to. Saje offers a large variety of aromatherapy products like essential oils and essential oil blends specifically made for stress and anxiety. Saje sells diffusers that allows these women can fill with essential oils to make their home a peaceful sanctuary.

Facebook:

The target audience this Facebook advertisement is directed at is mothers aged 40-50 years old, who only use natural products due to their sensitive skin. They live in Canada in cities like Pickering and Whitby with an income of $50,000 per year. These mothers enjoy taking care of their families and home but suffer from headaches. Facebook is the social media platform used for targeting these mothers because Facebook appeals to all audiences including mothers 40-50. Facebook has the most
active user across all social media platforms and 76% of consumers want to connect with businesses on Facebook.

Instagram:

The target audience this Instagram advertisement is designed for is is females aged 25-34 living in a condo in California with an income of $36,000. These females are single and enjoy shopping, social media, fashion, reading and yoga. The would love to
spend more time doing yoga but feel they can’t because of work. They struggle balancing life and work, and therefore are always stressed and overwhelmed. They need something to help them relax and unwind. Instagram is the social media platform used for targeting these females because Instagram appeals to millennials and females. This demographic predominantly uses mobile to access social media and Instagram is a mobile app.

Display Ad:

In-Market and Demographic are the two tactics used for this display ad campaign. They are used together to target both audiences. Narrowing down audience details (mothers in Canada and females in California), and marketing with short term goals can increase sales in both audiences.

Landing Page:

https://www.saje.com/ca/nothing-to-hide.html

Saje is known to sell natural products so their website should reflect that. Therefore, I would choose their “Nothing to Hide” page as a landing page. This page explains why natural is better and that they are honest about their products. They effectively
communicate with easy to read, chunkified text, video and high resolution images. This page clearly explains and shows the brand’s values. They are gaining audience trust by clarifying that they have nothing to hide. They mention the ingredients they use and why, what they do not use as well as company facts and strategies. Many of their products are licensed as natural health products in Canada. I would recommend changing the path field to something shorter.

Measurement Model: