Gold Bond saw that women were mixing homemade lotions to meet unique skincare needs for darker skin, and Radiance Renewal was born. Through media, KWG needed to help Gold Bond create and deepen a relationship with these women in authentic ways throughout their marketing journey.
We learned we could reach 25% of these women with just one TV advertising spot, a personal message from real women like them. We chose to launch on the season finale of Empire, our target’s equivalent to the Super Bowl, and flanked it with social media to appeal to their instinct to share news.
Next, we enlisted #1 multi-cultural talk show host Wendy Williams and her engaged audience, for six branded integration airings, retail support, promotion across her social media platforms and a fully integrated brand campaign.
A spirited activation with the Essence Festival/Essence created content and excited our audience at the festival and beyond.
With our best-in-class launch, Radiance Renewal became a #1 NEW ITEM.
We reached 75% of our audience at launch with 1200 TRPs and 16X FREQUENCY.
WE DOUBLED SITE TRAFFIC, with 49% of site visits from Twitter.
SALES JUMPED +40-90% the weeks of Wendy Williams integrations.
We met 470K consumers at the Essence Festival and gathered 9 BILLION SOCIAL IMPRESSIONS.
Radiance Renewal is now a TOP-5 PORTFOLIO BRAND.