Founded in 2011 by Jessica Alba, Honest entered the diaper and personal care market at a time when more and more parents wanted safe, nontoxic products for their families--and modern, appealing branding and cheeky product prints were the icing on the cake. Now valued at over $1 billion, every piece of their marketing story is case-study worthy, but mobile’s particularly interesting: as Ben told us, as just a year and a half ago Honest was solely focused on desktop.
Jessica Alba founded The Honest Company in 2011.
Check out a recap of our Engage session with the Weather Channel and Comcast: “The Importance of Understanding Your Mobile Users”
Now? They’re a mobile company. What sparked that transition was the realization that as well as Honest was doing, they were missing a major opportunity to grow with mobile engagement. It’s where Honest’s audience of tech-savvy, hip parents are. They're searching for products, and building influential communities of like-minded moms and dads. It was a natural step for Honest, and critical if they wanted to continue their fast-paced growth.
"Every decision you make needs to be based on mobile." Ben Jones, Chief Digital Officer, The Honest Company
The point Ben repeatedly drove home was this: transitioning to a mobile-first strategy meant Honest had to take the long-term view. They were focused on finding effective means to acquiring new customers outside of television, and the data--like 74% of their traffic coming via mobile--indicated that an app could be the key. The wins didn’t happen right away, but over time, Honest saw the cost of acquisition decrease thanks to their mobile initiatives: Facebook advertising, in-app testing and more.
What’s next? Honest is looking to use mobile to enhance their customer support experience, and hone their contextual marketing strategy. Oh, and for everyone in Boston--the Red Sox diaper prints are coming out next year.
Check out the Honest mobile experience for yourself: download the Honest Company app here!
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