JVN
Founded by celebrity hairstylist Jonathan Van Ness of the Netflix show Queer Eye, JVN is a haircare brand that transcends the typical celebrity-backed product line.
It’s a brand grown from the ground up – literally. The patented hemisqualane used in its formulations is derived from sustainable sugarcane grown and harvested for JVN. As a silicone replacement, the proprietary hemisqualane boosts softness, slip and shine without compromising hair health. Along with other natural ingredients, like cassia bark and moringa oil, aid in styling and have allowed JVN to boast impressive clinical claims.
Problems Faced
Educate Entertain & Connect
Trying to find the right balance of content that is viral, shareable and interactive with content that converts their leads to sales.
Small Team
JVN had a relatively small team which made task prioritization key. Doing too much at once would lead to the risk of running the team too thin.
Lead Generation
While JVN had early success from their fanbase and a large initial wave of sales, they found roadblocks with generating new leads.
Solutions Implemented
Performance Branding
Optimized content strategies and resources to maximize brand reach. Utilizing offerings to collect customer leads and data for campaigns.
Unique Offerings
Through deep market research we crafted sales funnels that contained unique offerings that allowed us to generate fast growth.
Graphic Design
Utilizing tools like Adobe Photoshop, Illustrator, and Canva, we created high end graphics to give JVN the feel of a true industry leader.
Social Media Management
We handled JVN's posting schedules, post reach optimization, analytics, engaging with their audience, nurturing inbound leads, and more.
Mass Marketing Campaigns
Utilized advertisement campaigns through FB, IG, TikTok, and Google to drive new customer acquisition.
Influencer Marketing
Identified critical influencer partnerships to assist in brand building and customer generation.
Our Approach
1. Deep Market Research
Adopted JVN’s brand to create a cohesive, consistent, and memorable creative strategy across a variety of channels and to ensure brand authority in the beauty industry.
2. Designed Growth Based Offerings
Utilizing the data we gathered, we designed multiple unique offerings that provided disproportionate value for the customers to help A/B test which offerings provided the best conversion rates.
The purpose of these offerings was to generate new leads for JVN and grow their brand rapidly on social media.
3. Offer Prototyping
Deployed rapid experimentation across multiple channels to achieve product-market fit as part of the product launch strategy. Using data we took all of our offerings through refinement phases until we reached a highly productive conversion rate. From here we scale.
4. Graphic Design
Utilizing tools like Adobe Photoshop, Illustrator, and Canva, we created high end graphics to give JVN the feel of a true industry leader. Cohesive designs that blend across all platforms and are natively constructed to be used on each specific platform.
5. Social Media Integration & Management
Integrated all of JVN's social media with GoHighLevel to apply automation functions and allow Next Gen Marketing to manage all of their social media. Further added tools like auto-reply, lead gen capture forms, custom reply functionality and more.
6. Mass Marketing Campaigns
Utilized advertisement campaigns through Facebook, Instagram, TikTok and Google to drive new customer acquisition. This is the part where the offerings we created began to really shine. When providing products and services for free, you give yourself the ability to gather leads and data far quicker than businesses who exclusively sell products.
After A/B testing ad sets, we scaled JVN's ad campaigns to provide them a steady and profitable return on ad spend (ROAS).
7. Influencer Marketing
Identified critical influencer partnership opportunities for JVN and coordinated User-Generated-Content (UGC) campaigns to assimilate the products with each influencers audience.
Negotiated better rates for JVN and handled payments and communication between all parties including content creators.