Dandy Worldwide built an aspirational brand of sweatshirts and hoodies evoking the Southern California beach lifestyle with just influencer marketing on TikTok and Instagram aimed at high school student. They had built sales up to just under a million a year in revenue but the brand really wanted to ignite growth.
Dandy approached SmartClick looking to drive more revenue using paid channels, but wanted to do it authentically, in a way that would not cheapen the brand or make it look like a sellout.
The initial plan was very simple: Drive revenue with a combination of Instagram ads to drive awareness, and launching Criteo Retargeting to plus out frequency of message and drive aware non-purchases to buy. Layering Instagram ads over the organic Instagram the brand was already doing turned out to be key to igniting growth for the brand. An important component of these Instagram campaigns was hive targeting, taking a sophisticated analysis of where purchases were coming from and matching up the geo-demographics of purchasers to target other students at the exact same high school.
After a strong initial 6 months, to tighten up the marketing funnel and capture even more revenue generated by awareness building and word of mouth, SmartClick built out sophisticated paid search campaigns on Google and Google Shopping. In addition, SmartClick took over email marketing and refined the creative approach.
These efforts by SmartClick resulted in Dandy Worldwide hitting a run rate of over $3 million in revenue in just the first 18 months of working with the brand. This was the fastest rate of growth we've seen in such a short period of time and we're excited to see what the future brings.