THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Spearheading JVN Hair’s Largest Product Launch Ever

Entered in Beauty

Objective

Our objective was to educate, entertain, and connect with JVN’s target audience to grow brand authority, build a loyal community, and drive sales.

The first few months of a brand launch are crucial for building authority and credibility, especially in the saturated beauty space. We set out to apply a performance branding methodology to assist in JVN’s official launch, lay the grounds for sustainable growth, as well as develop the brand’s ethos and voice as a standalone brand outside of Jonathan Van Ness. Despite the challenge of growing in a highly saturated beauty vertical, we designed our strategies with the goal to acquire significant market share and position the brand as a dominant player. 

To properly leverage Jonathan Van Ness’s personal brand, we planned to execute multiple rapid creative and growth experiments to identify the content, channel mix and conversion journey that best resonate with the audience.

We set an ambitious timeline to plan, execute, and launch a go-to-market strategy for the brand within 1 month. In addition to launching the brand, we also aimed to develop and execute pivot product launch strategies for 3 new SKUs based on prior learnings, and to grow JVN’s following on TikTok at a cost-efficient rate. 

From a sales perspective, the objective was to identify and leverage key digital channels to drive traffic and revenue with profitable ROI. This involved a need to identify conversion rate optimization opportunities for increased conversions, and to implement various experiments within new & existing advertising channels to drive growth.

Strategy

Although it was important to leverage Jonathan Van Ness’s brand to build authority and credibility, we faced a challenge to raise awareness about the brand beyond JVN’s existing fan base without diluting his personal brand or other strategic projects. Beyond just driving traffic, we also had to reach high-intent audiences with a specific interest in effective, sustainable, and empowering haircare — all the while overcoming advertising limitations due to App Tracking Transparency. 

In order to establish authority and presence in a saturated industry while developing trust within the market for a new brand, the NoGood team..

An integral part of the haircare brand is its connection to the founder — Jonathan Van Ness. The NoGood squad developed a strategy around leveraging Jonathan’s digital presence and reputation to further strengthen the brand’s presence and drive revenue. Our creative strategy leveraged best performing TikTok content provided by the JVN team and sourced from the JVN community, repurposing assets for TOF on Facebook, Instagram and Pinterest based on our proprietary content pillar framework and asset choice strategy.

From engaging with Jonathan’s community and developing a community for the new brand, developing ad creative featuring Jonathan, and testing campaigns from JVN’s personal accounts, we developed a holistic strategy pulling all the levers necessary to drive the haircare brand towards success.

Results

JVN surpassed industry-standard benchmarks in its first 90 days of operation — and it didn’t stop there. JVN continued to experience growth in Q1 of 2022 vs Q4 2021, exceeding the highest shopping period of the year, showing impressive growth of the brand. The nearly +300% increase in revenue and +140% increase in ROAS are strong indicators of how a holistic strategy can create long-term growth.

NoGood’s strategy aided in the parent company’s (Amyris) largest product launch ever in terms of units sold of its Complete Conditioning Mist, beating out more established portfolio brands by nearly double.

NoGood’s community interaction campaign strategy also prioritized building the JVN community on TIkTok to take the brand’s authority in the haircare space. At a low CAC of $0.12, the squad accrued 100K followers in under 2 weeks through an experimentation process across key content pillars such as haircare education, product use tutorials and tips, as well as trendy and reactive content that infused relevance and relatability into the strategy.

In addition to increasing revenue for JVN Hair by 298% for Q1 2022 Compared to Q4 2021, we also achieved:

Media

Video for Spearheading JVN Hair’s Largest Product Launch Ever

Entrant Company / Organization Name

NoGood, JVN Hair

Link

Entry Credits