HPNOTIQ’s Comeback

Services Provided

  • Services Provided
  • Digital Media Buying
  • Paid Media Strategy
  • Analytics & Reporting
  • Market & Consumer Insights
  • Native Advertising

The light blue color of HPNOTIQ liqueur takes any Gen Xer right back to their 21st birthday.

But with the Gen X market maturing, HPNOTIQ needed to remind consumers the liqueur still exists, while increasing brand awareness among Millennials.

LEAP Amp was tasked with creating a paid social media strategy to reach their target markets in the right place and at the right time.

bottle

The Objective

  • Increase brand awareness among millennial consumers.
  • Inspire advocacy among its heritage consumers.
  • Increase overall social media engagement.
  • Build a strong social media audience and community.

The Strategy

Our strategy began with identifying HPNOTIQ’s target markets.

When the liqueur brand launched in 2001, their target market was 21-year-olds. Sixteen years later, the target market is still 21-year-olds. However, they can’t forget about their heritage consumers – those that have been with them since the beginning. Those that are now 37+ years-old. A sense of nostalgia could make them pour another light blue glass.

It was our purpose to understand consumers through:

Persona – the individual drinker – Based on imperial research and market data, each persona is a semi-fictional representation of a HPNOTIQ customer. Provides an understanding of the customer’s demographics, behaviors, interests, and motivations.

Target Audience – the group – Based on persona, the target audience is the group of users that meet demographic, interest and behavior criteria. It is who the ad(s) is intended for and who the ad will reach.

Psychographic Research

Millennial Urban Male

  • Age: 25
  • Gender: Male
  • Ethnicity: African American
  • Marital Status: Single
  • Children: None
  • Income: $47,000
  • Education: Some College
  • Residence: Rent (Urban)
  • Location: Houston, TX
  • Occupation: Production Assistant
urban male

Millennial Urban Female

  • Age: 26
  • Gender: Female
  • Ethnicity: African American
  • Marital Status: Single
  • Children: None
  • Income: $55,000
  • Education: Bachelors Degree
  • Residence: Rent (Urban)
  • Location: Miami, FL
  • Occupation: RN
urban female

Heritage Drinker

  • Age: 36
  • Gender: Male
  • Ethnicity: African American
  • Marital Status: Married
  • Children: 3 (8, 6, 2)
  • Income: $46,000
  • Education: Professional Certificate
  • Residence: Own (Urban)
  • Location: Charlotte, NC
  • Occupation: Skilled Labor
heritage-drinker

We then looked at where consumers spend time online. We discovered HPNOTIQ’s Millennial target audience spends the most time on Twitter, but Instagram has the highest engagement rate because photos resonate with their consumers. But HPNOTIQ’s heritage drinkers are spending most of their time on Facebook.

Based on these results, we created a flexible strategy that gives us guardrails for allocating paid social media dollars to the social networks that reach and engage the highest percentages of the target audiences. Throughout each campaign, we monitor performance and make real-time optimizations for efficiency so that we get the most out of every dollar spent.

Results

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In three months, we increased our overall social engagement rate by more than 1,100%

Increased engagement rate from

2.91%
to
5.73%

Increased engagement rate from

.76%
to
19.23%

Increased engagement rate from

.68%
to
25.87%

We had a large impact in the first 90 days. And we’re excited to continue that impact into 2018.