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

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.

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:

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.

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.