SULLEN CLOTHING: 10,200 new customers in 4 months
Tattoo Art Inspired Apparel
Facebook & Instagram Ads
About Client / Campaign
Established in Huntington Beach, CA., early in 2001, Sullen got its start from being heavily influenced by Southern California beach culture and tattoo inspired art. With a strong focus on ideals and practices of modern tattooers, Sullen evolved from a small group of art driven tattooers and artists into a world renowned “Art Collective”.
Using their artistic skills, the “Collective” came together to design clothing and accessories that fit their alternative style, taking inspiration from the tattoos they create.
Our overall marketing strategy added structure to testing and scaling, with a heavy focus on bringing in new customers and fueling their top of funnel which helped hit their record sales day and month to date.
Problem / Goal
Sullen Clothing came to us to increase their rate of growth by focusing on new customer acquisition. After 20 years in business, they had already established a strong existing customer base in their niche through organic growth, email and SMS marketing in their art-driven fashion niche in the US but weren’t seeing the growth they wanted on the social channels they had tested at that point.
Our fashion growth framework enabled us to hit KPIs very early on and maintain performance above KPIs.
Sullen wanted to increase the average number of daily sales. When they came to us, the average was 100 orders per day and within 4 months we helped grow this to average 180 orders daily.
“When we first took over the account we immediately identified areas that would help us achieve Sullen’s goals.”
Initially, we identified Sullen’s art-driven Designs appealing to a niche (but still large) audience in the US. They also had weekly product drops to maintain freshness and improve retention of existing customers as well as attract new customers. What we noticed was that they achieved good results on a smaller scale through boosted posts and re-targeting but weren’t positioned to scale effectively and reach a wider audience.
The first thing we knew had to happen was to implement our Fashion Growth Framework for rapid scaling. From there on, we improved audience and funnel segmentation using an airtight funnel strategy to avoid audience overlap and test new audiences more efficiently.
To top everything off, we focused on frequent creative, copy and ad format testing to leverage the weekly product drops and in turn achieve consistent performance at scale.
We worked in tandem with Sullen managing other areas of their brand such as the weekly product drops, where our efforts regarding reaching a new audience and customer retention saw consistently good performance that led to over 10,000 new customer conversions in four months.
As a result, we were able to help Sullen achieve their record sales month of $924k in store sales in November and a record sales day of $106k over Black Friday. Our Fashion Growth Framework helped us generate $755k in Facebook sales in under five months, that laid the groundwork for a successful rest of year.
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