Caroline Labouchere

Caroline Labouchere began her modelling career at the age of 53, and promptly became an inspiration to women everywhere with her wellness journey, her expertise as a licensed performance coach, and her ever-welcoming warm persona that inspires women of all ages to embrace beauty, life, and their dreams, no matter what circumstances they are in and/or they come from.

She guides people who’re feeling lost or unambitious in life by helping them discover their purpose and potential.

Caroline Labouchere is also a rampant advocate of women’s post-menopausal health journeys becoming a source of medical connections and information for a large number of the female population.

The Purpose Behind the Project

When we started working on Carolina’s brand, we made sure that through every work we do on her various channels, we continue to elevate her voice, vision, and passion towards women empowerment. The idea and plan was to preserve her message and her individuality and handle her project with a personal touch.

Our main goal for this project was to bring traction to her platforms — website and youtube, increase her brand awareness, assist her in reaching a larger audience, facilitate affiliate marketing through paid partnerships with high-end brands and through these various processes set up multiple sources of passive income for our client.

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The Challenge

For this project, our brand was a person and not a company, therefore, we aimed at aligning our work with her personal thoughts, ideas, and perception. This is much easier to do when we are dealing with a company instead of one single person.

Caroline, being the persona that she is, had an extremely busy and often overwhelming schedule, and due to her engagement with multiple organizations and involvement with various projects around the globe, it was difficult to coordinate our timetables and plan when important decisions were to be made, such as creating content for youtube, getting her approval on launches, etc.

The Solution and the Process Behind it

We realised that we had to take a different approach while working on this project. Our solution was to help her reach her goal by going around her schedule, incorporating small additions to her daily life (that would help us create content without overwhelming her), and making use of what’s already there.

Caroline’s lifestyle allowed us to create a large amount of content by taking moments from her everyday life. We asked her to send us quick snaps or short videos of where she was, the people she was meeting, the food she was eating, and her everyday health practices, which we were later able to utilise in creating content for her youtube. Similarly, we used recordings from her meetings with health professionals, and other industry experts to help her learnings reach a wider audience through her.

We were also able to source a lot of information from her social media handle (which Caroline completely runs herself), so that, even in her unavailability, we make sure that the continuous flow of content remains uninterrupted.

The Process

Planning and Preparing

It started with assembling the team who will be working on the project and debriefing them about the brand, the product, and the intended results.

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Creating an Idea Book

The team then came up with a word book that would contain the information about the brand that we want to highlight, and that we want SEO to pick up. For Caroline Labourchere, these words were women, empowerment, health, performance, coach, senior, inspiration, and purpose.

We noted down ideas for video production for her youtube channel, colour schemes for her website, and various brands that align with her own brand identity, who can be approached for paid collaboration.

First Drafts and Discussions

Post the decided time frame, we met again with the first drafts, and make sure we are headed in the same direction creatively and strategically. The idea was to bring forth a combined image of ‘helping women learn, grow, better themselves, and help find purpose and potential regardless of their age’.

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Second Draft and Sign Off

The final products were showcased, and as per the youtube posting schedule, we filled the tracker. We got a sign-off from Caroline herself, on the website and video mock-ups, and thus the work was sealed in place.

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Finalising the End Product

Once all aspects of the product design were finalised, we started preparing for the launch, by setting up detailed schedules and creating a press release

The Result

L&D in collaboration with Caroline Labouchere was able to create a large enough audience base for her youtube channel that her channel was monetised and thus became a passive income source.

We were successful in doing the same with her website, where, due to the immense traffic, through Google AdSense, brands started paying to advertise themselves on her website.

Through affiliate marketing, L&D was able to bring in a number of paid partnerships and collaborations for Caroline and her brand.

The team: Dawn, Lee

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