Rituals: Finding positivity
Introducing a new ritual by starting a conversation about wellness
Rituals, the Dutch wellbeing brand, sought to promote its Ritual of Karma collection and new products, under the global concept “Embrace the Power of Positivity” through collaborations with Instagram creators.
NEI was tasked with uncovering the “how”. A content-first strategy with a native storytelling designed to boost product consideration, explore the brand’s digital platform, and reinforce its contemporary relevance.
Rituals: Finding positivity
Campaign sneak peek
5
Creators
29
Contracted Content Pieces
14
Additional Content Pieces
409K
People Reached Organically
+600K
Organic Impressions
5.3%
Engagement Rate
Our Work
From the outset, we knew we had to go beyond the product. However, focusing solely on the positivity risked sounding generic on Instagram, or worse, toxic. Instead, we chose to tell the story through a human lens that resonates with every modern woman: the right to pause to take care, a true act of resilience in this world.
We invited powerful, busy women to carve out well-deserved moments of rest to restore themselves and reconnect. In doing so, inspiring stories emerged around the importance of stopping, recharging, and finding positivity in everyday rituals. From personal reflections and quiet moments to their favourite products, the female creators brought the brand’s philosophy and ritual to their lives, authentically evolving their communities with the right tone and message.
The team
Concept &
Campaign Strategy:
Rituals
Influencer Strategy,
Ideation & Management:
NEI
Content Creation:
Ana Varela, Margarida
Martinho, Rita Ferro Alvim,
Bárbara Corby, Soraia
Tavares
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