We launched by Humankind, a disruptive personal care brand dedicated to reducing single-use plastic waste

We crafted a paid social strategy to drive acquisition, and then transformed those acquired customers into recurring buyers via triggered email marketing.

Key Result

We helped by Humankind grow revenue month over month while consistently reaching or beating the CPA targets

"Superbolt has been an incredible partner to by Humankind from day 1. What sets Superbolt apart is the dedication and passion their team brings each day, which makes them a true extension of our internal team. It has been a pleasure to work with such a talented group of thinkers, doers, and fellow entrepreneurs."

Josh Goodman

CMO

We built an efficient full-funnel approach for a personal care brand that is kind to our planet

  • One small step for you, one giant leap by Humankind

    by Humankind is a personal care brand that cares. Every day, 28,000 tons of single-use plastic is disposed of into our oceans. by Humankind helps you fight this flow of plastic just by getting ready in the morning. By designing products that are scientifically-proven to perform, they illustrate that great personal care doesn’t have to come at Earth’s expense. Their products are refillable as needed to reduce single-use plastic waste.


  • We activated prospects throughout the funnel and drove customer retention

    Since launch, Superbolt has been working alongside by Humankind to supercharge their growth.

    To attain ambitious goals, we pursued a full-funnel growth marketing approach focused on acquiring new prospects, converting these leads, and retaining existing customers.

    Top of the funnel: we built a paid Social Media strategy around Facebook/Instagram Ads, which delivered many new prospects

    Middle of the funnel: we retargeted interested audiences with pertinent messaging to ensure conversions

    Customer retention: we leveraged email marketing to encourage customers to repeat

    Our creative teams (copywriting and design) were very involved in adapting the visuals and messaging. Together with our marketing team, they produced and tested creatives that maximized conversions. Read more about how we harnessed our in-house teams’ expertise to ensure by Humankind’s growth below:

  • Top of the funnel

    Telling the brand’s story is key to converting new prospects.

    For new prospects who aren’t familiar with the brand, it’s important to focus on sharing the brand’s story and their mission. We knew that our audience is environmentally-conscious and likely responds to language that highlights the large-scale impact of individual actions.

    In order to find a message that would both communicate brand values and also connect with high-opportunity audiences, we came up with many approaches. Ultimately, what performed best was when we described the impact of single use plastic.

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    Winner

    Lowest cost per Add-to-Cart

    Highest Click-Through-Rate

  • Middle of the funnel

    Conversion comes from explaining the product’s benefits to qualified leads.

    For audiences who are already somewhat familiar with the brand, it was important to focus on sharing more detailed information about the product. We knew that a common concern is that “green” product formulas won’t perform as well or be as easy to use as their non eco-friendly counterparts. We addressed this question by focusing on the efficiency of the products and the research behind them. By testing various approaches, we found that by Humankind’s audience was most likely to convert when presented with information about the scientific superiority of the product.

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    Winner

    Lowest cost per Add-to-Cart

    Highest Click-Through-Rate

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Customer Retention: we leveraged email marketing to educate and convert customers to by Humankind’s refill program.

Post-purchase drip campaign

A drip campaign, also known as an automated email campaign, is a way to nurture leads over time by sending them prewritten messages (aka “drips”). We created a post-purchase drip campaign to ensure our environmentally-conscious audience learned more about the products they purchased, felt even better about their positive impact, and discovered other products of interest, which in turn increased loyalty.

For byHumankind’s drip campaign, we chose to focus specifically on their refill program because of its environmental sustainability & potential to increase average lifetime value.

  • Step 1
    Delay
    1

    How to Use Refills

    Underscoring the ease & effortlessness of the product & service, before we even attempt to sell.

  • Step 2
    Delay
    2

    Dollar Savings & Earth Savings

    Communicating that a single product can help save your wallet & your planet.

  • Step 3
    3

    Cross-Selling to Other Products

    Addressing our other offerings for those whose needs were not addressed in the previous two emails.

Get in touch with us.

We're headquartered in New York, but you can also find our team members in Paris and Los Angeles.

  • New York City
    123 William St, Floor 22
    10038

  • Paris, France
    50 Rue Taitbout
    75009

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