Night School For Girls
About Heaven Hill Distilleries
Heaven Hill Distilleries is the seventh largest spirits supplier in the United States. Heaven Hill’s portfolio includes both domestically produced products as well as imported brands such as the Hpnotiq liqueur.
Why Night School For Girls
The Hpnotiq brand team wanted to conduct a rebranding effort that would recognize the bifurcation of its demographics into women aged 25 – 45 and a younger, social media savvy group. The rebranding would include a hip “educational” microsite for this younger demographic to complement retail and traditional media presence for the overall brand.
Harnessing the power of social media
Mission Data was engaged to consult to the Hpnotiq brand team on the power of social media and networking and its impact on the rebranding effort. The strategy that best complemented its other marketing efforts around print and events consisted of a 3-pronged approach:
- Redesign of hpnotiq.com to focus on the older demographic with significant interactivity and link affinity with Facebook through Facebook Connect. Visitors could get recipes, invite friends to see preferences, and show in their Facebook profiles their interest in Hpnotiq.
- Establish a microsite for the younger demographic to align with the Night School for Girls theme for which 21 events were being executed. The site would focus on the fun and whimsical “club” for school members. School events were recorded and shared through Facebook.
- Facebook profile page was updated so it becomes a central place to follow, track, and interact around the brand.
The results
Mission Data designed and developed both the redesigned hpnotiq.com site and the new nightschoolforgirls.com microsite. Mission Data hosts both sites and provides on-going maintenance services.
Expansion and growth
The Hpnotiq brand has expanded its presence to the Facebook community, increasing brand awareness to a key demographic. Facebook Connect APIs enable NSFG users to easily share content and the actions they take on the site with their friends on Facebook.
Visit www.nightschoolforgirls.com
Visit www.hpnotiq.com