Scaling Profitably with Brand Integrity
We profitably scaled Buck Mason's online business, from heritage menswear products to their new women's line, while working closely with the team to retain the brand's integrity.
ABOUT THE BRAND
Buck Mason was founded in 2013 to make fashion less complicated, building each piece to last for seasons to come. The brand began online, and has since expanded to include brick and mortar locations across the US. Each design is a riff on an iconic American staple, perfecting everything from the classic tee to workhorse jackets, and now womenswear staples. In short: Clean, straight-forward basics that stand the test of time.
CATEGORY
Men's + Women's Apparel
PLATFORMS
Our Impact
Buck Mason approached us to help them scale their online business - there was opportunity to refocus marketing efforts on profitable acquisition.
Over the course of a year, we scaled ad spend by over 100%, while retaining profitability and helping to grow their online business by 30%. All the while, we rigorously tested on-brand creative, partnering closely with e-commerce and creative teams to execute seamlessly.
DON’T TAKE OUR WORD FOR IT
"Brandog has been a vital partner to Buck Mason as we emerged from the global pandemic, reopened all of our stores, and returned the brand to strong double-digit growth. The team at Brandog leans in when and where we need to ensure our growth marketing plans aren’t stymied by staffing issues on our side and provides expertise that keeps us from wasting time on dead-end tactics. I highly recommend Brandog to any high growth brand."
- JIM DAVIS, CHIEF CUSTOMER OFFICER
How We Did It
Creative Development
Through systematic creative testing, we uncovered winning photography and ad formats. As the brand evolved, the creative shifted with it - we integrated updated typography, layouts, and photography to ensure integrity across platforms without sacrificing performance.
As a core product for Buck Mason, the evolution in testing and creative for Tees visualizes the changes across the account. We thoughtfully adjusted creative—aligning internal teams with Brandog-led performance insights—so the product category was on-brand and continuing to drive profitable growth.
Category Testing
We cast a wide creative net for new and legacy product categories. Through account and testing structures, we were able to successfully deploy budget towards the most profitable product categories, while aligning with internal product strategy objectives. Through this creative-led targeting strategy, we acquired new cohorts of customers for each product category.
Our testing strategy uncovered different creative formats for each product and across categories.
Audience Targeting
Our diverse campaign structure and audience targeting strategy allowed us to hone in on the varied customers that exist for the brand and as well as scale the program rapidly. When the brand launched into women's, we deployed a similar testing approach to grow that business.
Over time, we actively iterated on account structure — factoring in testing ad groups, product assortment, and seasonality — to allow for a wide breadth of creative to be tested, while still focusing on creative winners. The insights we gained ultimately guided future account iterations.
Creative Samples
Get In Touch
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