Hims and Hers Digital Marketing Strategy

Overview

• Hims and Hers is experiencing massive growth due to aggressive digital marketing.
• Recent revenue: $41 million last quarter, with an annual run rate of $1.2 billion.
• Profitability: $76 million profit in the last quarter, 80% growth year-on-year.
• Investment: Half of their revenue is spent on marketing.

Key Marketing Strategies

1. Website and Value Proposition

• Simple website layout targeting an audience familiar with the brand.
• Emphasis on treatments and a consultation process to engage users.
• Mobile-first design with large images optimized for mobile viewing.

2. Search Strategy

• Successful blog (Good Health) attracting 1 million visitors/month.
• SEO strategy focused on core pillar keywords and topic clusters.
• High-quality backlinks from reputable sources (Apple, Healthline, CNN).
• Use of affiliate programs to enhance visibility.

3. Paid Search

• $500,000 per month on desktop paid search ads in the US.
• Heavy spending on branded search terms to protect brand name.
• Limited focus on mobile paid search due to low conversion rates.
• Ad messaging focuses on benefits and credibility.

4. Paid Social and Video

• Utilizes Meta Ad Library and Ad Clarity for insights.
• Combination of UGC style and well-produced TV-like ads.
• High investment in video ads, surpassing social and display ads, with consistent branding.
• Testing multiple creatives to find high performers.

Challenges

• Struggles with organic video content on platforms like YouTube and TikTok.
• Despite significant ad spend, organic growth on these platforms is limited.

Lessons from Hims and Hers Success

1. Winning Core Offering: Clear, competitive pricing; straightforward value proposition.
2. Consultative Website: Designed to capture prospects' information smoothly.
3. Strong Search Presence: Investment in high-quality content and SEO.
4. Aggressive Ad Spend: High volume of creative testing and backing winners.
5. Scaling Profitably: Once a profitable model was identified, scaled aggressively.

Conclusion

• Hims and Hers exemplify the power of aggressive, well-executed digital marketing.
• Important to find a profitable model and scale extensively.
• Success is backed by understanding the target audience and executing a multi-faceted marketing strategy.