Case Studies

Tactica Brand Launch (a Tedder Industries Brand)

Tactica, a pioneering women’s fashion brand specializing in apparel and accessories designed for concealed carry, including pants, shirts, jackets, and purses, operated in a unique market with no direct competitors. As such, there was little precedent for effectively marketing these specialized products. To establish the brand, we forged strategic partnerships with online publications targeting women hunters and recreational shooters, such as NRA Women. These outlets were enthusiastic about Tactica’s innovative offerings and agreed to provide editorial coverage and product reviews in exchange for samples, generating significant pre-launch buzz.

By leveraging this coverage, we built a robust waiting list with early-bird incentives, culminating in a successful website launch that saw a surge of orders. However, after exhausting the pre-order list and initial hype, order volume plateaued. Given the niche nature of Tactica’s products, new releases were infrequent, limiting opportunities to re-engage recent buyers within a 90-day window. While we worked to accelerate product development, our immediate focus shifted to acquiring new customers beyond our initial publication partnerships.

Through rigorous A/B testing of ad creatives and audience targeting, we identified a high-converting customer segment: women who, even if not personally carrying firearms, were connected to men who did and saw potential future interest in concealed carry apparel. Further, we discovered that targeting male firearm owners purchasing for women in their lives yielded our most productive audience segment, ultimately becoming the cornerstone of our advertising strategy. This data-driven approach enabled us to maintain a consistent influx of new customers, sustaining growth despite extended intervals between product launches.

Lights Lacquer Growth Strategy

The client, an influencer-led business, sought a significant growth surge after experiencing a plateau in expansion following an initial period of rapid success. Diminishing returns on paid media and audience saturation had constrained revenue and customer acquisition. As Head of Growth, I was brought on to drive sustainable revenue growth and expand the customer base.

To achieve this, we spearheaded a strategic licensing partnership with Warner Brothers to develop a cosmetics line inspired by the Harry Potter franchise, unlocking access to a broader, highly engaged audience. I designed an integrated, multi-channel marketing campaign to launch this new product line, ensuring cohesive messaging across all platforms. By leveraging our CRM system, I implemented a sophisticated customer journey funnel, optimizing each touchpoint to maximize conversions.

The campaign delivered a substantial influx of new customers, as anticipated, but retention was critical. Through a tailored, data-driven retention strategy—integrating personalized SMS, email, Meta, and TikTok ad flows—we achieved an 82% return rate to the website among new customers, with 47% making a repeat purchase within 90 days. These results demonstrated not only immediate growth but also the establishment of a loyal, enduring customer base.

I was tasked with developing and implementing a performance marketing strategy to expand the brand’s presence across North America, Europe, and Asia-Pacific. The goal was to drive customer acquisition and revenue growth through paid search, social media, and display advertising while ensuring consistent brand messaging and measurable outcomes.My approach began with a comprehensive analysis of each market’s consumer behavior, competitive landscape, and channel performance.

I collaborated with regional teams to identify high-opportunity platforms—Google Ads and Meta for North America, Baidu and WeChat for Asia-Pacific, and a mix of LinkedIn and local DSPs in Europe. I designed a unified strategy that leveraged shared KPIs, such as cost-per-acquisition (CPA) and return on ad spend (ROAS), but allowed for channel-specific creative and targeting to resonate with local audiences.For measurement, I implemented a robust attribution model using a combination of multi-touch attribution (MTA) and incrementality testing to accurately assess channel performance.

I integrated tools like Google Analytics 360 and Tableau to create real-time dashboards, enabling global and regional teams to monitor campaign performance against KPIs. To account for market nuances, I customized reporting cadences—weekly for fast-paced North American teams and bi-weekly for European teams with longer decision cycles—and provided localized benchmarks, such as higher CPA tolerances in Asia-Pacific due to higher customer lifetime value.

Adapting the strategy required close collaboration with regional stakeholders. For example, in Europe, GDPR compliance necessitated stricter data tracking, so I pivoted to contextual targeting and leaned on first-party data. In Asia-Pacific, where mobile-first platforms dominated, I optimized for in-app conversions and partnered with local influencers to boost engagement. Regular cross-functional syncs ensured alignment, and I conducted quarterly reviews to refine budget allocations, ultimately achieving a 21% increase in global ROI and a 18% reduction in CPA across markets.

Indian Motorcycle CTV Campaign (Contract)

Indian Motorcycle faced a competitive market with brands like Harley-Davidson and Yamaha dominating traditional and digital advertising. CTV was a relatively new channel for the brand, and there was no prior data on its effectiveness for motorcycle marketing. Additionally, the campaign needed to balance the brand’s heritage with modern appeal to resonate with both new riders and loyalists across diverse U.S. markets.

Strategy Development
To craft the CTV campaign, I took a data-driven and creative approach:

1. Audience Targeting: Using first-party data from Indian Motorcycle’s CRM and third-party data from a CTV platform, we segmented audiences into three groups: adventure-seeking millennials, affluent Gen X riders, and existing customers. Lookalike modeling expanded reach to similar profiles on streaming platforms like Hulu, Peacock, and ESPN.
2. Creative Development: The campaign centered on a 30-second CTV ad showcasing the Indian Chief’s sleek design and performance, set against breathtaking American landscapes. The ad featured a diverse cast of riders to reflect inclusivity, paired with a modern rock soundtrack to evoke freedom and rebellion. A 15-second version was created for skippable ad formats.
3. Measurement Framework: Key performance indicators (KPIs) included ad completion rates, view-through rates (VTR), website visits, and dealership inquiry forms submitted. We implemented a multi-touch attribution model to track CTV’s impact across the customer journey, integrating Google Analytics and a CTV analytics dashboard for real-time insights.

Launch Execution
The campaign launched strategically timed with the summer riding season. Key execution steps included:

• Platform Selection: We partnered with a CTV advertising platform to run ads on premium streaming networks, ensuring high video completion rates. Ads were placed during adventure, sports, and lifestyle content to align with the target audience’s interests.
• Geo-Targeting: Using IP-based targeting, we prioritized regions with high motorcycle ownership (e.g., California, Texas, Florida) and tailored ad delivery to local dealership proximity.
• A/B Testing: Two ad variants were tested—one emphasizing heritage and another highlighting modern performance—to determine which resonated more. Real-time data showed the performance-focused ad had a 10% higher VTR, prompting a shift in budget allocation.

Support and Optimization
Post-launch, the team actively supported the campaign to maximize impact:

• Real-Time Optimization: Using the CTV platform’s automated optimization (inspired by MNTN’s 651,000 daily optimizations), we adjusted ad frequency and placements to reduce waste and improve ROAS. For example, we scaled back impressions in underperforming rural markets and increased spend in urban areas with higher engagement.
• Cross-Channel Integration: To amplify CTV’s reach, we retargeted CTV viewers with social media ads on Meta and TikTok, driving a 12% increase in website visits. Email campaigns with dealership promotions were sent to engaged viewers, leveraging CRM data.
• Localized Adaptation: In Florida, where relocation interest was noted, we added dealership-specific CTV overlays with calls-to-action for test rides, resulting in a 25% higher inquiry rate in that market.

Results
The campaign exceeded expectations within 90 days:

• Brand Consideration: Surveys conducted via a third-party research firm showed a 23% increase in brand consideration among the 25–45 demographic, surpassing the 20% goal.
• Website Visits: Dealership website visits rose by 18%, with 65% attributed to CTV ad exposure, verified through the campaign’s attribution model.
• Dealership Inquiries: Inquiry forms increased by 16%, with Florida dealerships reporting the highest growth due to localized efforts.
• Ad Performance: The campaign achieved a 2.5% VTR, outperforming industry benchmarks for CTV campaigns. ROAS reached 4:1, driven by optimized budget allocation.