Jameson Carter is a Northern-based streetwear brand founded by childhood friends Jonny Dawson, Mike Jukes, and Craig Tideswell in 2016. The brand began with the three partners selling caps out of their bedrooms with an initial investment of £3,000. However, after a fortuitous appearance on the reality show Love Island, the brand's popularity soared and sales began to increase. The brand then landed a major deal with Footasylum and later with JD Sports, which resulted in an 800% increase in growth, a turnover of £2million and profits of £550,000 in their second year.
Then the COVID-19 pandemic had a significant impact on the business, with no wholesale, no strong cash reserve, major supply chain disruptions and high returns the business reached out to Modernity Marketing to develop a strategy that helped the very lean Jameson Carter team be more flexible and respond to changing circumstances between 2020 - 2022.
STRATEGY:
Developed and implemented a comprehensive digital marketing strategy that aligned with the overall business goals and objectives.
STRATEGY:
Developed and implemented a comprehensive digital marketing strategy that aligned with the overall business goals and objectives.
Managed and optimised various digital channels, including the company website, social media accounts, email marketing, direct mail, SMS and PPC campaigns.
Utilised analytics tools to track and measure the performance of digital campaigns, and used data-driven insights to make decisions and improve results.
Implemented up-to-date with the latest digital marketing trends and technologies and made recommendations for new tools and tactics to improve the company's digital presence, such as Buy Now Pay Later partners.
Worked closely with other departments, such as product development, customer service, and sales, to ensure digital efforts were aligned and integrated with overall business strategies.
Collaborated with cross-functional teams, such as design and development, to ensure all digital assets were optimised for user experience and search engine visibility.
Oversaw the budget for digital marketing efforts and ensured that all spending was aligned with business objectives and strategy.
Continuously monitored and adjusted the digital marketing strategy based on results and trends, and reported progress and results to management.
RESULTS:
The comprehensive digital marketing strategy resulted in a 97% increase in traffic and 67% increase in sales, generating over £8m in gross sales, whilst pausing student discounts and reducing promotions. The managed marketing channels drove at least 70% of total sales, achieving a combined ROAS (excluding brand terms) of £4 : 1 amongst out-of-stock best sellers and slow supply chain replenishment.
RESULTS:
The comprehensive digital marketing strategy resulted in a 97% increase in traffic and 67% increase in sales, generating over £8m in gross sales, whilst pausing student discounts and reducing promotions. The managed marketing channels drove at least 70% of total sales, achieving a combined ROAS (excluding brand terms) of £4 : 1 amongst out-of-stock best sellers and slow supply chain replenishment.
