Inspire with light. 

Nanoleaf | Brand Strategy

/Challenge
After being in the Chinese market for 5 years, the brand has hit a sales bottleneck as the gamer smart light market has become saturated.

/Strategy
To overcome the bottleneck, a repositioning of the brand was necessary. Research indicated that the audience for smart lighting had greatly expanded due to an increase in time spent at home, a greater sophistication in home decoration, and a growing interest in smart device interconnection among consumers.

To appeal to home lovers and tech-savvy audiences, we repositioned nanoleaf from “a gamer’s choice” to “a lifestyle choice” and developed a new strategy called “Let There Be Light” , focusing on the mood-lifting and aesthetic-lifting benefit of nanoleaf products. We also doubled down the social media strategy and influencer partnership of nanoleaf’s RED, Douyin and WeChat to generate renewed interest in the brand among the youth.

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