True Classic Tees Case Study

The Challenge

Acquiring new customers

Ryan Bartlett, the founder of True Classic, was looking for ways to expand his quickly-growing but virtually unknown digital men's apparel business. Ryan had aggressive growth targets, and current True Classic customers absolutely loved the brand.

The Process

A family like partnership

Whitelabeled Media utilized a simple yet complex campaign structure to test hundreds of products against thousands of targeted keywords, then optimized the best products for individual auctions. Following a 3 step framework:

Measure

Whitelabeled Media and True Classic understood the value of one source of truth. Google Analytics 360 was the solution. From here we did a COGS & Gross Margin calculation and got an average margin needed on our top products - 3 pack of crew neck shirt, crew neck - to determine what our ROAS needed to be in Google Ads to scale the paid program profitably.

Test

We tested bid strategies, ad copy, audiences, ran experiments, and utilized all the products ( display, discovery, performance max, YouTube, search, and shopping ) allowing us to get the most out of the Google ecosystem.

Iterate

Whitelabeled media continued testing products within Google Ads until we reached the desired target. Leveraging automation and the support of Google we were able to fine tune the account to meet True Classic’s target ROAS allowing for further product expansion. This framework resulted in True Classic going from $0-$120M in revenue in just under 2.5 years.

The Solution

Breaking away from the need to see an immediate return for every dollar spent, True Classic began introducing more generous time frames to gauge the success of Whitelabeled Media’s program.

Resulting in 797% YoY growth in Revenue from 2021 to 2022. Profitably scaling the entire Paid Media program

Website

http://trueclassictees.com

Skills Used

Web Development,Paid Ads,Google Shopping,Paid Ads

Industry

Style & Fashion

Results by the numbers

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