Rockstar Original, founded by Frank Mechaly and David Mathey, is a brand rooted in authenticity and style, blending soulful design with high-quality craftsmanship. Driven by a passion for sustainable fashion and hand-crafted details, Rockstar Original embodies a unique aesthetic that resonates with fashion-forward individuals globally. With an intuition for enduring trends, Rockstar Original has become an essential brand for those seeking genuine, stylish, and timeless pieces.
Summary
In 2024, Rockstar Original sought a marketing partner to propel its brand visibility and revenue through a targeted affiliate strategy. Teaming up with Hawke Media, they aimed to break into new markets on TikTok, leveraging affiliate-driven traffic and influencer partnerships to expand their customer base, increase engagement, and boost monthly revenue.
Challenge
The primary challenge Rockstar Original faced was twofold:
- Target Audience Misalignment: Rockstar Original’s core focus on men’s apparel didn’t align with TikTok’s predominant female audience, leading to a mismatch in buyer behavior and underperformance in sales.
- Ineffective Product Focus: The initial affiliate strategy included promoting a wide range of products, which diluted the brand message and fragmented the marketing impact, resulting in inconsistent influencer-driven results.
Approach
Hawke Media crafted a strategic affiliate marketing plan with goals to:
- Boost monthly revenue and drive higher-order volumes.
- Expand Rockstar Original’s customer base by increasing first-time buyers.
- Create a targeted approach for affiliate engagement on TikTok, pivoting to influencers who resonated with the audience most active on the platform.
The strategy included a dual focus: reshaping Rockstar Original’s brand perception on TikTok to align with the audience demographics and consolidating product offerings to spotlight a few “hero products” with high engagement potential.
Solutions
The execution of this strategy led to several significant adjustments:
- Targeting Realignment: Based on audience insights, Hawke Media shifted the TikTok campaign’s focus toward women’s products and influencers, repositioning Rockstar Original as a women’s brand within the TikTok ecosystem. This pivot aligned with TikTok’s audience and maximized reach and engagement.
- Hero Product Focus: Rather than promoting a broad selection, the team identified top-performing items—the Halloway Trackset and Hadley Trackset—as focal points for affiliate content. By narrowing down the range, they amplified Rockstar Original’s brand message and strengthened promotional consistency, enhancing product visibility and affinity among TikTok users.
Results
-
Monthly Revenue Lift
0%
-
Video Impressions
0+
-
First-Time Buyers
0+