STUDIES

CASE STUDY

mielle-organics.jpg

MIELLE
ORGANICS

Mielle Organics is a hair care and beauty company renowned for creating products using natural ingredients.  The Whittley Agency (WA) was tapped for the role of Principal Corporate Communications and Brand Awareness Agency in November 2019 to position Mielle as a leader in the natural hair care industry globally.  

 

WA established brand awareness expansion for Mielle within the United states and across tri-continental footprints of Caribbean, Africa and Europe through the conception and development of the brand motto “More than a Strand”.

 

The Comms strategy included domination of viral social media content, a robust press and media presence along with product placement across culturally connecting platforms within broadcast, print, digital in the music, film, tv and experiential categories.  WA developed, managed and executed an A-B list/top tier influencer engagement strategy including but not limited to contract negotiations, managing and tracking influencer KPIs, and the placement of annual global brand ambassadors including Grammy Award Winning Artist, Meg The Stallion. 

 

To diversify Mielle’s presence within disadvantaged populations, WA developed and managed the philanthropic arm of Mielle Organics.  This added social impact value and poised the company for partnership with Emmy Award Winning Actress Keshia Knight Pulliam as the first Global Education Ambassador.

WA’s breadth of services for Mielle included the establishment of Strategic partnerships with global platforms, entertainment and retail brands such as Netflix yielding direct impact to retailers such as Sally Beauty Supply, CVS, Walgreens, Walmart and Target.  The brand’s widespread presence landed top media placements across all forms of media most notably GMA3, Strahan, Sarah & Keke, The Real, LifetimeTV, CBS, Vogue UK (with Beyoncé in the cover issue), product placement yielding over 1B+ media impressions for the brand year over year globally!

 

WA successfully broke ground on corporate sales goals quarter over quarter and year over year for key company events such as the milestone Anniversary Sale, Black Friday and new product launches which included the execution of media and influencer strategies for each new product rollout.  Additional projects encompassed reputation and crisis management and scaling the business to allow Mielle to leverage the brand’s optics within the beauty industry to fulfill the founder’s exit strategy.  The Whittley agency positioned Monique Rodriguez to become the first Black woman to raise a non-controlling nine-figure investment with capital partner Berkshire Hathaway and Board Member Steve Pamon

 

Key Statistical Highlights:

  • Positioned Mielle as the #1 moisture and growth company outpacing its category 

  • Mielle drove excessive growth in every category in which the brand competes

  • Mielle grew as much as 10X faster than its competition 

  • While food was up 4%, Mielle was up 88% driving growth 

  • While drug was down 6%, Mielle was up 71% driving growth and offsetting declines 

  • Mielle represented 1% of category sales but 8% of category growth

  • Mielle represented 7% of category volume but 7% of the overall growth 

  • Black Friday 2021

    • 63% new customers growth

    • 50% increase in sales revenue growth 

    • 41 macro influencers 

    • Under 500K spend 

  • Earned Media Value quarter over quarter

    • 156% quarter over quarter surge

    • 610.5K EMV around black-owned

    • Up 3.5M from report to report

  • Highest social engagement across natural Hair care brands black-owned with the ideation strategy, development and management of QuaHairtine

  • Developed culturally-connecting consumer campaigns across digital, social, billboards and broadcast nationally that yielded over 20M+ impressions across media (social and digital)

    • I know My Roots campaign 

    • Unapologetically You