The Situation:
A media, lifestyle, and apparel brand that celebrates the achievements of legendary athletes, innovators, and cultural icons.
Founded in 1999 and headquartered in Vancouver, the brand faced the challenge of expanding its market presence while maintaining the integrity of the stories it tells through its apparel.
The brand needed a partner to help scale its business profitably, increase awareness, and enhance its e-commerce performance. All while supporting their massive ICON drops.
Founded in 1999 and headquartered in Vancouver, the brand faced the challenge of expanding its market presence while maintaining the integrity of the stories it tells through its apparel.
The brand needed a partner to help scale its business profitably, increase awareness, and enhance its e-commerce performance. All while supporting their massive ICON drops.
The Solution:
To address the partners needs, we focused on a comprehensive paid media strategy, integrating bold growth tactics, and hyper segmentation.
We began by developing robust Lifetime-Value Cohort and Segment Growth Plans to identify and target high-value customer segments, ensuring that our advertising efforts were reaching the most promising audiences.
This was done for 50 different segments, resulting in 50 unique funnels.
The core of our strategy was a multifaceted paid media solution. We launched and optimized paid social, search, YouTube, and CTV campaigns. With a substantial investment on Meta and YouTube, our efforts focused on full-funnel strategies to drive awareness, engagement, and ultimately conversions (yes, we run full-funnel on every platform).
We helped support some of their most ICONIC drops, with people and their foundations.
Such as:
- Kevin Hart, Connor McGregor, Carmelo Anthony, Elvis Presley, Muhammad Ali, Bret Hart, Jesse Owens, Pelé, and many more.
Joe Rogan (wears one of the shirts on 90% of podcasts last 3 years) and Dwayne Johnson, as well as, many other celebrities began rocking the apparel throughout their social media. Driven by their love for the brand and triggered by a well built growth funnel.
Every campaign was meticulously crafted by ICONS and Product lines, each with their own experience tailored to that segment. This setup allowed the partner to showcase their unique storytelling per audience, ensuring maximum impact for superconsumers.
In the end, each enhancement to their growth plan ensured a seamless and engaging customer journey, significantly boosting conversion rates and overall sales.
We began by developing robust Lifetime-Value Cohort and Segment Growth Plans to identify and target high-value customer segments, ensuring that our advertising efforts were reaching the most promising audiences.
This was done for 50 different segments, resulting in 50 unique funnels.
The core of our strategy was a multifaceted paid media solution. We launched and optimized paid social, search, YouTube, and CTV campaigns. With a substantial investment on Meta and YouTube, our efforts focused on full-funnel strategies to drive awareness, engagement, and ultimately conversions (yes, we run full-funnel on every platform).
We helped support some of their most ICONIC drops, with people and their foundations.
Such as:
- Kevin Hart, Connor McGregor, Carmelo Anthony, Elvis Presley, Muhammad Ali, Bret Hart, Jesse Owens, Pelé, and many more.
Joe Rogan (wears one of the shirts on 90% of podcasts last 3 years) and Dwayne Johnson, as well as, many other celebrities began rocking the apparel throughout their social media. Driven by their love for the brand and triggered by a well built growth funnel.
Every campaign was meticulously crafted by ICONS and Product lines, each with their own experience tailored to that segment. This setup allowed the partner to showcase their unique storytelling per audience, ensuring maximum impact for superconsumers.
In the end, each enhancement to their growth plan ensured a seamless and engaging customer journey, significantly boosting conversion rates and overall sales.
Outcome:
+$20M
in Incremental Sales Growth
+26%
increase in Conversion Rates
46% Reduction
in New Customer CPAs
9x (yes, 9x)
ROAS per year, Sustained for the Entire Partnership