Love Boo is a UK family-care brand creating natural skincare and haircare for mums, babies, and families. After intensive branding and marketing output, campaign assets were scattered across folders, names were inconsistent, and versions were easy to misplace. That created a practical risk: even a strong relaunch plan would be hard to execute cleanly if teams could not find the right files quickly or trust what was current.
The work therefore started by rebuilding asset organisation and naming standards, then moved into a four-week relaunch campaign plan designed to reintroduce the brand in a soft, trustworthy way, without hard selling. The plan centred a “by mums, for mums” story, brought key ranges back into view (haircare, bath, pregnancy care), and created a repeatable structure for content, offers, testing, and reporting through late January 2026.
Scope: Asset Library Logic & Version Control; Workflow Architecture & Delivery Design; Standard Operating Procedures (SOPs); Quality Control & Release Standards; Campaign & Launch Roadmap Planning; Content Direction & Quality Assurance; Email & Newsletter Strategy; UGC & Creator Direction Packs
— Asset sprawl and naming inconsistency. A relaunch cannot run smoothly when teams cannot find, trust, or reuse files.
— Relaunch after a quieter period. The story needed to feel parent-first and credible, not sales-led.
— Weekly structure without follow-ups. Execution required a clear weekly rhythm that reduces clarification requests.
— Story and product working together. Brand narrative had to support hero ranges and buying prompts naturally.
— Reporting that can be repeated. Targets, tests, and responsibilities needed to be clear enough for weekly updates.
— Rebuilt the campaign asset library. Folder structure, naming rules, and version logic were set so teams could find the correct files fast.
— Defined a four-week campaign structure. Week 1 Hello Love Boo; Week 2 The Joy of Care; Week 3 Share the Love; Week 4 Thank You and Continue the Care.
— Set channel direction from one message structure. Instagram feed, Reels, Stories, plus email prompts and website content ideas.
— Mapped CTA and offer logic to real reasons to buy. Gift-ready bundles and routine-based bundles framed around comfort, care, routine, and gifting.
— Added a practical testing and reporting layer. Hooks, visuals, formats, and offer framing set up for clean comparisons, with weekly tracking guidance.
Folder structure and naming rules that turn scattered campaign assets into a system teams can maintain and reuse.
Visuals: Folder structure overview; naming logic; final internal placement path
Campaign plan preview in presentation format, ready for marketing review and internal rollout without rework.
Visuals: Campaign plan slides; week-by-week structure; channel direction; CTA logic; testing and KPI overview
Week 1 (Hello Love Boo)
Re-introduction week, resetting the brand story and tone so the relaunch starts with trust and warmth before any heavier product focus.
Visuals: Brand story re-introduction; “by mums, for mums” positioning
Week 2 (The Joy of Care)
Product-and-routine week, bringing hero ranges back into view through everyday care rituals, with clear safety and ingredient reassurance.
Visuals: Hero products in use; routine-led care messaging
Week 3 (Share the Love)
Community week, shifting from brand-led content to relatable, shareable “real life” moments designed to prompt comments, tags, and saves.
Visuals: Real-life family moments; UGC-style prompts and reactions
Week 4 (Thank You and Continue the Care)
Continuation week, closing with gratitude and rolling into bundles and repeat purchase cues that feel helpful, not forced.
Visuals: Bundle and gifting framing; thank-you and continuation messageCommunity week, shifting from brand-led content to relatable, shareable “real life” moments designed to prompt comments, tags, and saves.
A relaunch plan delivered as an execution-ready internal brief, supported by an asset structure that makes consistent delivery easier to sustain.
— Asset management reset for day-to-day use. Folder structure, naming rules, and version logic reduced confusion and prevented lost or duplicated assets.
— Four-week relaunch plan delivered for clean execution. Weekly themes, channel direction, offers, testing, and reporting were packaged to run without ambiguity.
— Observable execution pattern across Nov 2025 to Jan 2026. 33 posts/reels analysed, with approximately 22 during 1 Nov to 28 Dec 2025 and a cadence of about 5 to 6 posts per week in the launch window.
— Content mix stayed aligned to the plan categories. Hero products led the mix (14 of 33, about 42%), supported by routines, real-life moments, bundles, and brand-value posts.
— Plan influence continued beyond the initial window. Bundling education and brand narrative continued into late January 2026.