Brand Watch: Hex Expands at Target

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08/02/2022
​​​​​​​The performance detergent brand leans into ad targeting and influencers to ramp up its launch across more than 500 locations.
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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 level through a series of shelf markdowns, circular features and offers for the retailer’s Circle loyalty members.

A carousel ad on Hex's website touts the detergent and fabric protectors’ availability at Target. Another carousel ad plugs a 100-ounce Hex detergent bottle exclusively for sale at select Costco stores. The brand also is employing social media updates on its website and content from influencers to support the Costco rollout.

In May, Hex began a 14-date sampling tour that will visit various sporting events across the U.S. through September, such as the Dick’s Sporting Goods Open golf tournament and the Premier Lacrosse League All-Star Game. Attendees will be able to pick up free Hex samples and coupons and enter for a chance to win a free year’s supply of products. (Fun factoid: the brand was founded in 2014 by former professional lacrosse player Drew Westervelt.)

“The dedication of athletes to their sport has always been the motivating force behind what we do at Hex Performance,” Westervelt said in a media release. “[The brand] understands that quality gear is a critical part of any active lifestyle and taking good care of these essential pieces is key to an athlete’s performance.”

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