The Goal When Onboarding K-SWISS, they had a goal focused on appealing to a younger generation of “Go-Getters & Trend Setters”. This global brand had it’s heights from inception in the 60’s to the peaking in the 90’s. Since then, the brand has tried various different  strategies that played off current fads/ trends & ultimately caused the brand to lose it’s heritage & appeal. Our goal was simple, make K-SWISS cool again for younger generations to come.

The Strategy We started by designed a campaign structure that segmented each sneaker collection into its own respective campaign; this allowed us to scale based on individual sneaker performance. The visual elements were a mix of client provided images & videos, but also unique slideshows and product images. We drafted copy and messaging that was urban, edgy and fitting for a younger millennial audience. We leveraged their massive product catalog by testing different styles against cold audiences to see where we could get the cheapest costs; we then focused on these collections to bring new users into the funnel and cycled 10-20 other products in remarketing with warm audiences.

The Results In the first three months, we sold over 10,000 pairs of shoes in facebook and instagram alone. During Q1 of 2020, we started with $75,000 in advertising spend, with a total revenue return of $725,000. Before working with us, the client had an inconsistent high of 3-4x ROAS with minimal spend. In 2 years of working together, K-Swiss saw an increase of 48% in revenue ($10.8m) & 73% lift in total orders (136k).

The Goal In the case of TB12, the management team had a goal of attracting new customers using their core nutrition products (Protein, Electrolytes & Sleep). Despite most of the past customers coming from cheaper items like apparel and equipment, we knew that most long term customers came from users that purchased nutrition first. 

The Strategy Like any celebrity brand, your tasked with questions like “should our content feature more Tom Brady or less?”. In this case, Tom and his team were comfortable using his likeness a bit more frequently since it was clear that his image would hold much more weight for the brand. Still, we started by devising a strategy that would succeed with or without Tom. Our first step was writing copy that spoke the TB12 language and would resonate with everyday working class person. After we nailed down the messaging, we created storyboards that laid out all of the primary visuals and value props we knew would crush it with cold audiences. Our number one priority was winning (or getting a purchase) on the first experience. We were confident that if we found one-touch winners, we would be able to scale up the account easily knowing that warm audiences would be a breeze. Some of our other adjustments included a CRO revamp, a UGC content package and a product focused account restructure.

The Results One of the biggest things that helped us scale quickly was the UGC our team shot in house; while we tested this UGC style content for various products, it was the protein version that scaled significantly with cold audiences. This, in addition to our site revamp and remarketing restructure helped us break into efficient new customer acquisition. Our next big win will come from the quiz funnel we’re building to help consumers find custom product suggestions.

The Goal When Better World Fragrance House came onboard they were a newly launched brand in the middle of their go-to-market strategy. Very quickly, we realized that this brand would need a full funnel plan that went beyond the Drake persona. The brands internal team had a very strong creative development group that was advanced in building branding assets but lacked in direct response content that converts.

The Strategy Anytime we work with celebrity brands we make sure to build a roadmap that leans more heavily on the products ability to deliver value to the consumers. While we had full support from Drake to use his voice and visual assets to represent the brand, we knew it would be essential to develop stories that could stand on their own feet. We started by designing and preparing content that spoke to three core value props: Gifting, Personalization & Brand Story. These three concepts were geared for building awareness to audiences that had no idea Drake even had a candle brand. Although we received a lot of pushback on website optimizations, we devised an elaborate account structure that tested static and video creative, sensual copywriting and key audiences outside of the celebs usual demo.

The Results After a nearly year together, we sold thousands of candles, helped introduce the limited edition product “winter warmth” and helped establish the brands creative strategy. While it’s still too early to consider this a massive “success story”, we’ve been able to build a strong foundation for the brand as we expand into other supplemental channels like Tiktok and even overlooked primary channels like Google & Email.