Purpose
The purpose was to grow the customer base in New York and increase brand engagement.
The objective was to acquire new customers within a defined target group and strengthen brand presence in a key market.
Deliverables
The assignment included the development and execution of a campaign combining product innovation, creative concept, and full-funnel media strategy.
Campaign Concept
A product-driven campaign was developed around “The Index Shirt.”
The product included:
- Bull and Bear embroidery linked to the stock market
- a dynamic pricing mechanism tied to the Nasdaq Index
The concept was designed to resonate with the target audience and create engagement.
Audience Strategy
The target audience included:
- men aged 30+
- professionals in finance-related industries (e.g., banking, consulting, law, real estate)
- individuals with interest in financial markets
Additional markets with stock exchanges were included to support broader campaign reach.
Channel Strategy & Execution
A full-funnel media strategy was implemented with a focus on prospecting and customer acquisition.
The campaign included:
- YouTube
- Display
- Social Media
- SEO
- SEM
Upper-funnel channels received the majority of the budget to drive awareness and engagement.
The Google Marketing Platform (GMP) stack was used to manage communication across the funnel.
Evaluation of Results / Effect
The campaign resulted in strong performance across multiple metrics:
- +42% increase in total new customers
- 85% sell-through rate for the Index Shirt
- +98% increase in organic website traffic
Additional performance outcome:
- Email CTR increased from 1.92% to 4.65%
The campaign also contributed to the Index Shirt becoming the top-selling seasonal product during 2022.
Strategic reasoning from brief to execution
The strategy focused on targeting a niche audience with high relevance to the product concept.
A product-driven approach was used to create stronger engagement and differentiation.
Upper-funnel channels were prioritized to drive awareness and reach, supported by full-funnel execution to convert interest into purchases.
Additional markets were included to increase reach and generate broader awareness.
Innovation and new thinking
The approach combined product innovation with marketing strategy by linking product design to financial market behavior.
The use of dynamic pricing tied to an external index created a connection between product and audience interest.
The campaign integrated creative concept, product development, and media strategy to drive engagement and acquisition.
*** No explicit section describing “innovation” or “groundbreaking communication” is provided in the source material ***
Deliverables
The assignment included:
- development of campaign concept and product integration
- execution of full-funnel media strategy
- audience targeting and segmentation
- campaign rollout across multiple channels
- performance tracking and optimization
Services used
