Proudest Pony

We love beauty and cosmetic launch campaigns! They’re fun, loud and shape how the world plays with a new brand.

The problem: Usually these launch events are star studded, busy PR events. But how do you launch a new brand in the middle of the biggest global pandemics on record? -With smart targeting and proper planning!

We were approached by Proudest Pony to help design a launch for their unique line of salon-quality vegan shampoos and conditioning bars in the early stages of the pandemic. We knew we had to build something bold and on-brand

The work: Good Kids Creative conceived a strong color palette for this independent hair salon turned haircare brand. Our Producers worked with some of Toronto’s top talent; Creative photography provided looks for e-com, editorial and lifestyle shots. Additionally, our design team built their website, providing a dynamic experience that was unique on desktop, mobile and tablets.

Top copywriters crafted compelling copy focusing on the primary UVP of being 100% vegan, free of plastic packaging, and made entirely in Canada Good Kids strategy used email and sms to drive purchase intent, used buyer personas and lookalike audiences to identify customers most likely to convert or share and managed media spends targeting them. Our PR team built buzz across target media, securing stories in national publications and television. We crafted their social channels and built momentum towards a successful launch!

The Result: Total product sellout across four of their product lines within the first month

We love Proudest Pony for putting their time and trust into Good Kids to help shape their brand identity.