Industry
Fitness Apparel
Services
Full Service Growth
The Brand
Original founders, brothers Henry and Arthur D’Angelo, immigrated to America in 1947. The energy of local fandom encouraged them to start selling Red Sox sports memorabilia on the streets of Boston at the mere age of 12 – and ‘47 brand was born.
Fast forward 70 years later and the brand is a proud partner of all the major leagues, with a presence across the world (52+ countries).
Despite their long-standing history and commitment to tradition, it was time to expand the brand experience directly to new groups of consumers online.
The Challenge
Taking a legacy $200M+ sports lifestyle brand from in-store to online is no easy task. In order to launch its ecommerce business and scale profitably, ‘47 teamed up with Common Thread Collective.
‘47 has partnerships with numerous teams in the country’s largest sports leagues – Major League Baseball, the National Football League, the National Hockey League, the National Basketball Association, and over 650 collegiate programs.
Beyond partnerships, ‘47 still lacked the ability to reach and connect with their customer base on the platforms they use every day.
The playbook to win: grow website traffic and revenue via paid social.
The Strategy
To make an impact on its customer base meant thoughtfully targeting more fans on social while minimizing wasted spend.
First, the CTC team built and launched both Facebook and Google ad accounts focused on new customer acquisition.
Then, it created customer collection-style ads that clearly communicated the range of teams and styles available onsite.
Building on messaging, the team leveraged 47’s history in the copy of dynamic ad campaigns as a way to create trust and encourage visitors to make their first purchase.
Still, none of this would be successful without being followed up by a tactical buying methodology.
For best results, the team focused ad spend around the launch of new collections throughout the calendar year to maximize the sell-through of new inventory.
The Results
What used to be a traditional brick and mortar business, transformed into a successful ecommerce model.
By scaling via paid social, ‘47 achieved …
- 4,000% increase in sales via social
- 8M+ reached via paid social at profit
- 103% overall growth in 2017
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