The Challenge: Create a 360° marketing plan to launch the Nourishing Beard Mask.

The Journey: In November 2021, a time where mask mandates took over communities across the nation, we developed the “Mask On, Mask Off” campaign centering a mask men could not resist and encouraging them to take extra time in caring for their beards and ultimately themselves. The team leveraged strategic brand partnerships with Sony Motion Pictures through the home entertainment release of Venom: Let There Be Carnage. Venom enthusiasts were gifted the Nourishing Beard Mask. The beard mask was included in content featured on @SonyPictures and @VenomMovie IG handles.

Macro and micro influencer pushes played a large portion of the launch. Micro influencers were seeded the product and were encouraged to take the “mask of the world” off and put the Nourishing Beard mask on for a moment of self-care while sharing a product review with their online communities. Macro influencers Broderick Hunter and Derek Blanks created authentic content focused on product use instructions. Macro influencer content was used in paid media to support the launch.

The team supported the launch and awareness around product availability at Target with a brand integration for the Nick Cannon Show. The team strategically chose to include audience and social giveaways to leverage Nick Cannon’s 5 million Instagram following.

The Outcome: Scotch Porter exceeded revenue goals by 18%. The brand’s social media engagement rose by 107% within the 30-day launch period. The Nourishing Beard Mask became one of the top 10 SKUs offered on Scotch Porter.com 100+ days since launch, with over 2,000 units being sold within the first two weeks of the DTC launch. The brand experienced a 92% sell-through rate of the masks in Target stores. The launch emphasized how the team’s innovative approach to men’s grooming and personal care is transforming the future of the industry.   

Skills: #GTMstrategy #Partnerships #BrandIntegrations #Ecommerce #ProductSeeding #Strategy