Auxiliary needed to build hype and generate capsule collection sales for the second Bel-Air Athletics drop.
Westbrook Media was about to launch their second Bel-Air Athletics limited-edition clothing line. Their first drop relied solely on Will Smith’s organic reach, but they wanted to tap into a new market through paid media for the second collection. We needed to design fresh creative built for performance while also paying tribute to an adored 90s sitcom.
Nostalgia: We knew that our audience would respond to recognizable nods to 90s culture so we added unique visual elements to nearly every asset.
Sound Design: We leveraged elements from the show’s theme song to accompany our video asset – music and audio that appealed strongly to our core audience.
Tastemakers: While nostalgia was key, we also needed to appeal to the modern tastemaker with an affinity for streetwear. Photo selection and cropping were done intentionally to highlight the fresh apparel.
- The assets produced a 1.46% click-through rate (CTR), which was 76% higher than the next round of ads.
- The creative across YouTube, Instagram and Facebook drove nearly 200,000 visitors to the Bel-Air Athletics site where we saw a 2.48% conversion rate (CVR).
- The high levels of engagement with our creative drove over $446,000 in revenue during the drop, with a return on ad spend (ROAS) of $8.30.