Challenge
The Hard Night Good Morning (HNGM) skin care brand was created by the Real Housewives of Dallas star D’Andra Simmons. The brand was originally owned by Ultimate Living, which was her mother’s brand of nutritional supplements. Ultimate Living was officially taken over by D’Andra in Spring 2019. Unfortunately, once she took over the company, she uncovered that the HNGM the brand, in addition to the supplements business, was in a steep decline. Hard Night Good Morning needed to re-position itself as premium, yet affordable, effective skin care brand and remind past purchasers that the brand was still viable, while driving broad-scale awareness and appealing to new younger customers.
Strategic Solution
Launch digital advertising via social media to regain awareness of the brand. Leverage D’Andra’s celebrity status to drive brand interest and sales by tapping into the Real Housewives audience, targeting her fanbase, all while ensuring ecommerce on the site ran running smoothly.
Activation
- Development of digital media creative content for advertising
- Planning and buying Social Media Advertising, as well as optimization against current and new target audiences
- SEO analysis and optimization
Social
Creative
Impact
In the first 2 months, Hard Night Good Morning Sales increased by 70% and reached over 4+ million impressions each month. The monthly campaign drove 42% more traffic than any previous marketing campaign executed by the brand in previous years. The campaign is still in market and sales continue to increase each month.