Objective
Harness the dedicated fanbase of a sneaker-culture brand to enhance awareness and engagement for Customs Den

Year
2023

Client
Happyfield Haberfield

Facing challenges from changes to the Instagram algorithm and loss of access to Meta advertising, Customs Den experienced a decline in revenue. In response, we strategically pivoted to a B2B collaboration to enhance brand visibility and profitability. 
We approached Happyfield Haberfield, a popular cafe known for its distinctive pancakes and vibrant yellow interior, aiming to leverage their growing follower base with a win-win campaign pitch. As part of the collaboration, we crafted two custom pairs of shoes for the cafe owners and emphasised content creation to amplify impressions and engagement on social media. 
This initiative not only boosted brand exposure but also laid the groundwork for future B2B partnerships, showcasing our adaptability and strategic marketing acumen.

Results

  • Achieved over 14k views on our featured content piece
  • Generated a 500+ increase in Instagram followers and boosted engagement by over 40%
  • Led to the securement of our partnership with Gelato Messina which would go on to produce over 15 qualified B2B leads

  • Commissioned custom sneakers

  • Improve social engagement and Customs Den brand awareness

    • Campaign strategy

    • Campaign pitch & design proposal

    • Content creation & distribution

Process

1.

Audience Analysis

  • Identify key audience segment with responsiveness to sneaker culture
  • Align with a brand reflecting the culture

Brand Collaboration

2.

  • Generate proposal and design, highlighting brand synergy
  • Develop sneaker and content themes that reflect both brand identities and resonate with target audiences

3.

Content Creation & Strategy

  • Produce a diverse range of video formats 
  • Focus on storytelling (process video) to humanise the brand and build emotional connections with audiences

4.

Distribution and Amplification

  • Identify the most effective channels for distributing content - Instagram & Tiktok
  • Leverage Instagram partnership with Happyfield to amplify content reach

5.

Performance Measurement

  • Use analytics tools to track performance and gather insights into audience interactions and preferences
  • Regularly review and refine content strategies based on performance data, optimising for greater impact and ROI

6.

Continuous Learning and Innovation

  • Experiment with new content formats and distribution methods to keep content fresh and engaging