In this episode of Add To Cart, we are joined by Hannah Neumann Head of Marketing at Hey Bud.
Hey Bud create skincare products that deliver premium products combining nature and science. Started by three friends in 2019, the brand now has a global customer base in 90+ countries. Hannah has been a part of marketing teams at Styletread and L’Oreal before joining Hey Bud in 2022.
In this chat, Hannah shares how Hey Bud focus on creating comprehensive product pages that prioritise customer questions, how they have blended science and fun to craft their distinct tone of voice and their impressive track record in pursuing experimental activations…Swifties may well know what I’m talking about.
“What did we tell them we were gonna deliver them? They land on the website, that is the first thing that we absolutely serve them.“
Hannah Neumann
Two conversations, two triggers
“So when you look at our D2C, we have packs, so pre-bundled routines, works perfectly in the skincare space. Our highest selling one is the Clear Skin Starter Kit. So four steps, really simple. What we actually did with the retail space, so in that offline channel, is create a mini Clear Skin Starter Kit. Now what that does is give the customer that experience in the offline channel. So actually on the shelf, they’re able to go, hey, here’s the routine to start me off with Hey Bud. Of course, as a little bundle, it looks really great on shelf as well too.
But that mini kit, the one online is full size. The one in offline is mini. That is an exclusive for our offline channel. And it actually gives us the ability to create a conversation from both sides. D2C can get everything you want except for that one, but it’s about building your own routine, of course, getting discounts through Build -A -Bundle and things like that. There’s always freebies. We do a whole lot of GWPs and kind of merch at Hey Bud. That’s all available online. However, we do need some driving factor for the offline space as well too. And that’s where you get really strategic and kind of build that into the architecture of what we do.
If it works online, let’s deliver it in store, but in a really different way to make sure that there’s two conversations going on and two triggers to purchase in different spaces.”
Experimental marketing
“Some of my favourite Hey Bud activations are truly the ones that, on a formal budget sheet, it’s actually a zero cost. So I think a big one that will follow us around for quite a while is the Taylor Swift activation that we did earlier this year. year.
We thought to ourselves, cool, Taylor Swift is coming to Australia. I have a feeling that’s going to have an impact on the market. We thought about it early. And the reason that we thought about it is when you have smaller budgets, one of the really fantastic strategies you can take is having a think about who is doing the hard work, doing the hard yards and sometimes spending the money to actually bring your target market together at a location in a space in a community that you can actually then infiltrate and target. So that guerrilla style marketing at its core, where is everyone that you want to talk to going to be in the same place to make it efficient for you at the end of the day?
We decided to make Hey Bud themed friendship bracelets as well too. Obviously a really cool part of what Taylor Swift community loves. We weren’t just coming in and handing out products that didn’t really have a fit. We actually worked to think about the community that we’re going to enter, that we’re going to tap into and actually making sure that they’re getting something from it as well.”
Fail fast and keep going
Another one of our core values of what we do is about failing fast. So it doesn’t matter if you try something and it doesn’t work out. If you at the time of making that decision, truly believe that was the best choice. It doesn’t work out in the middle for whatever reason, learn the reason why that didn’t work out and just keep going. yeah, it’s kind of.
It’s one of those spaces where I have never felt so empowered to make decisions and I’ve never felt so empowered to fail spectacularly, but just keep going. We learn really fast. And I think from the learnings that you have as well from those failures, and that’s where you’re going to kind of pick up the fastest and actually get that true growth out of it.
Links from the episode:
This episode was brought to you by…
