Brand Redesign x Growth Marketing

Here’s a look at how I developed and managed the rebranding of IPSY’s growth assets while keeping performance marketing KPIs within a 10% buffer, and getting buy-in from senior leadership.

Year
2019

Client
IPSY

In 2019, IPSY had a full-scale rebrand and price change for the first time in company history. Some of the key components that changed were our logo, brand colors, fonts, overall visual style, and price.

I was tasked with updating all of the growth marketing assets across paid social (200+) for the rebranding. Our CMO wanted all assets to be updated on the day of the rebranding announcement, but our VP of Growth did not want to turn off and launch new ads on one day for fear that it would negatively affect performance.

To satisfy both of those needs, I developed a plan to slowly switch from our old branding to the new branding before the official launch date. The goal was to mitigate any negative effects on performance without spoiling the rebrand. My strategy involved making a set of transitional ads that would run during the lead-up to the rebrand and still be acceptable to run after the official launch. The idea involved some risk: we had to remove the price from the ads for them to run both pre- and post-rebrand, and we weren’t sure how it would affect performance.

I got buy-in from both leaders and developed plans and timelines with the creative and user acquisition teams. I led us through the two-month transition, and the transitional ads successfully gave the UA team a buffer for switching to the new branding while staying within 10% of our KPIs. We then launched the fully rebranded assets in a slow roll-out for the next 2 weeks.

This method of having a temporary set of assets proved to be successful, and I used this strategy multiple times during my time at IPSY as the brand and pricing continued to change.

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