Delivering a Sell Out Success on The Home Shopping Network

The Challenge

Kim was on the verge of a significant milestone — introducing her hair care product line to a fresh new audience on the Home Shopping Network (HSN). This was no ordinary product launch; it was the unveiling of the "Kim Kimble Professional Products - Silk Collection."

For a launch of this magnitude, a meticulous and impactful marketing strategy would be critical to success. Kim needed to craft a compelling narrative to announce the launch to her dedicated followers and the wider HSN audience. The campaign would need to harness the potential of social media marketing, paid social advertising, and email marketing.

We were already managing the social media portfolio for Kimble Beauty during this period. And the trust and track record of success made us the obvious choice. Our prior achievements in magnifying the brand's presence and driving sales for products at Sally Beauty further cemented our reputation.

The goal was clear: replicate past successes and make Kim's HSN launch a resounding triumph.

Our Solution

For Kim Kimble's landmark launch on HSN, we envisioned and implemented a holistic marketing approach that dovetailed seamlessly with the brand's ethos and objectives.

This included a comprehensive social media strategy, divided into phases that corresponded with the timeline for the HSN launch – pre-launch, during the launch, and post-launch. We instigated discussions about the SILK products, highlighting their unique features and benefits. Emphasizing the tangible results the products could offer, we curated "before and after" content to visually showcase the transformative effects on users' hair.

We also shared the story behind the products, highlighting Kim's motivation for creating them and offering guidance on their optimal usage. To enrich the online experience, our team was present on-site to capture engaging behind-the-scenes content. This included candid moments, like models' authentic reactions when using the SILK products for the first time. This allowed Kim's loyal social media tribe to feel intimately connected to the launch.

In parallel with our social media strategy, we harnessed the power of email marketing, sending newsletters to the Kim Kimble community, raising awareness of the HSN activation and providing previews of the exciting new products lined up for release.

A project of this scale demanded seamless coordination. We worked in partnership with the Kimble Beauty PR and sales team, ensuring that our strategies aligned perfectly with their goals and activities. Additionally, our collaboration extended to the HSN marketing team, ensuring that our efforts adhered to HSN's terms and optimized the platform's potential.

Through these multifaceted efforts, our aim was to create a resonant buzz around the SILK collection, positioning it for success on HSN.

The Results

The outcomes of our concerted marketing efforts for Kim Kimble's SILK collection on HSN were nothing short of spectacular. Through our strategic social media campaigns, we were able to garner nearly 1 million impressions. The engagement levels further evidenced this vast reach, with close to 21,000 individuals actively interacting with our content.

Additionally, our videos, even at a time when video content wasn't as pivotal as it is today, attracted an impressive 12,000 views, showcasing the compelling nature of the content we curated. But the digital metrics were just the tip of the iceberg.

The true testament to our success was the tangible sales results on HSN. Kim Kimble's SILK collection flew off the shelves, selling out within the hour of its showcase. The overwhelming response and success did not go unnoticed. As a testament to the impact of the launch, Kim was subsequently invited back to HSN for a second showcase, further solidifying the brand's presence and appeal on the platform.