Brand Watch
Hex Expands at Target THE PERFORMANCE DETERGENT BRAND LEANS INTO AD TARGETING AND INFLUENCERS TO RAMP UP ITS LAUNCH ACROSS MORE THAN 500 LOCATIONS. BY CHARLI E M EN CHAC A
An emerging laundry care brand is going big on its digital marketing and social media efforts as it expands across select retailers. This past spring, Hex Performance’s detergent and antibacterial fabric protector reached the shelves of more than 500 Target stores. “We have partnered with Creator.co, an influencer sourcing platform, to find influencers to specifically support this Target launch,” says Christine Luongo, Hex Performance head of marketing. “We’re working with influencers who have Target-specific handles, as well as our other target markets: Millennial moms, health-conscious consumers and gym goers. In addition to influencer marketing, we have some social media ad campaigns live from the @ HexPerformance social handles.” In one paid partnership post with Hex, the @ targetdoesitagain Instagram account staged a $50 Target store card giveaway. From June 25-30,
participants were asked to follow both Hex’s and the influencer’s Instagram accounts and tag friends on the platform “who understand the struggle of sweaty summer clothes,” according to the post. Each comment left on the post qualified as an extra entry. Hex launched a series of programmatic ads with GroundTruth and SR&B, its agency of record. The brand also is working with its broker and Target buyer to make sure the Target consumer is supported at the store
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