Licorice.com aimed to broaden its appeal by creating compelling content that showcased both the rich history and the potential health benefits of licorice. By partnering with Props, they effectively captured diverse audiences with engaging and informative stories. This strategic partnership enhanced the brand’s visibility and significantly boosted its conversion rates, turning casual interest into tangible purchases.

Props selected two creators with distinct storytelling abilities to spotlight their expertise through the lens of licorice. As a trailblazing writer with a knack for historical narratives, Jeanette Hurt explored licorice’s ancient and fascinating history in her episode “The Delicious History of Licorice.” From ancient China to modern-day confections, Jeanette features its medicinal uses and cultural significance across different civilizations.

Meanwhile, Jillian Dara used her knowledge of health and wellness to focus on the health benefits of licorice, which were all backed by scientific studies. She detailed how licorice can aid with allergies, infections, hydration, skin conditions, and stomach issues, targeting health-conscious readers and those interested in natural remedies.

By utilizing Props to create tailored, high-quality content, Licorice.com successfully engaged new audiences and drove sales. Props content generated almost 2,000,000 impressions and a 3x ROAS for Licorice.com. In just 3 months, Props increased Licorice.com’s purchases tenfold, accumulating over 1,000, more than they had seen from their agency’s ads.

The collaboration demonstrates the power of storytelling in marketing, showcasing how to connect with and convert diverse consumer groups effectively.