Case study

HDMH

MLB all-star Marcus Stroman believes that height doesn’t measure heart. His organization helps empower underprivileged youth, and his clothing brand captures that same spirit and confidence. 

LIFECYCLE: EMAIL
PAID SOCIAL

MLB all-star Marcus Stroman believes that height doesn’t measure heart. His organization helps empower underprivileged youth, and his clothing brand captures that same spirit and confidence. 

localish hats

Challenge

As a young, small business, HDMH was struggling to build brand awareness. Even with many different marketable aspects including the celebrity owner and the non-profit with which it shares a name, the marketing strategy was broad and fragmented. This translated to a paid media advertising approach that felt aimless. 

Approach

Hawke Media’s email and paid social teams approached HDMH with a new “Marcus Forward” strategy that would utilize founder Marcus Stroman’s likeness and celebrity. Our paid media team used audience targeting to reach prospects in the Chicago area to whom the Cubs player would have a specific appeal. The ads took users to the website, which prompted a pop-up that would give them a 30% off discount code for subscribing to the brand newsletter.

  • Build custom audiences based on geography and interests
  • Use pop-up to grow email marketing list
  • Offer discounts to grow first-time customers 

Solution

The synergy between paid social ads and email marketing immediately brought new users to the website and rapidly increased newsletter subscriptions. Most importantly, the pinpoint targeting quickly moved many customers from the awareness stage to conversion. Other aspects of the HDMH brand have adopted the branding approach that Hawke proposed for this campaign. 

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MoM ONLINE REVENUE

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Email Revenue

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Results

PAID SOCIAL ENGAGEMENT 

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Results

MoM ONLINE REVENUE

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EMAIL REVENUE INCREASE

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PAID SOCIAL ENGAGEMENT 

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