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.

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

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

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

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

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.