boston scally
We provided a full
e-Commerce make
over for BSCO.
TYPE: Full package
GOAL: INCREASE REVENUE
DURATION: 12 WEEKS
About

Boston Scally aims to give those, not only from Boston, the opportunity to own a quality cap or shirt that represents our blue-collar mentality and the culture behind it. If you understand the tough, humble and loveable nature of Bostonians then you will understand Boston Scally Company.

CHALLENGE

Exposure. Having an amazing brand can only take your business so far in a highly saturated garment market. There are plenty of defined, unique, and fascinating brands that go on to ultimately fail, joining the millions of companies now lost to the Isle of Forgotten Brands.

Take Boston Scally. When we first joined forces with these lovable, hard-working cap-making Massholes from the heart of Beantown, what we saw was a stellar brand, but without necessary exposure. We had a feeling that the more people knew about these guys, the more they’d love them. (They’re a trio of blue-collar dudes making high-quality newsie-style caps up in Boston? The story writes itself.)

01
RESEARCH

We paired up, hit the ground running, and started re-organizing Boston Scally’s Facebook Ads account, adding structured UTM tags to their links, and monitoring ad performance as to get a better feel for who they were targeting. We wanted to know who was buying, who wasn’t, what messaging was working and what messaging wasn’t.

WHAT IS THE GOAL?

Increasing brand exposure and awareness using multiple marketing channels. One of the best things about social media is that it tends to be one of the most efficient arenas to test audiences, given how pointed their targeting can be. So, after we had our Facebook optimization in place and had droves of tasty hat-buyer-based information, we started wearing more than one hat ourselves: We went on to conquer Google in the name of Boston Scally Co.

Using Adwords, our team made sure that anyone who was searching for their brand, their style of hat, or any number of related terms was brought to the website. Social taught us that the difficulty was that not everybody knew what a ‘scally’ cap is. Our messaging was immediately sharper just from learning that.

02
implementation

With new tracking processes in place, patterns started to quickly emerge. These patterns weren’t left up to assumptions or guesswork. Soon, we had data on our side. Lots of it.

Then, with a firm grasp on who was clicking through, and who was inevitably buying Boston Scally’s caps, we began to scale our process. We started split-testing on a daily basis. With new and creative copy in hand, their company saw exponential growth.

WHAT IS THE GOAL?

Increasing brand exposure and awareness using multiple marketing channels. One of the best things about social media is that it tends to be one of the most efficient arenas to test audiences, given how pointed their targeting can be. So, after we had our Facebook optimization in place and had droves of tasty hat-buyer-based information, we started wearing more than one hat ourselves: We went on to conquer Google in the name of Boston Scally Co.

Using Adwords, our team made sure that anyone who was searching for their brand, their style of hat, or any number of related terms was brought to the website. Social taught us that the difficulty was that not everybody knew what a ‘scally’ cap is. Our messaging was immediately sharper just from learning that.

03
Culmination

We then conducted thorough keyword research and added hundreds of new tests to the account. As traffic increased, we started to leverage it with an email address acquisition campaign, to keep potential customers in the sales funnel. Maybe they won’t buy on Day 1, but after a few meaningful drops? Customers see the story, get a feel for their genuinely kick-ass brand, and then they buy in.

For creating an incredible brand, we’re proud to have Boston Scally as part of our Unstoppable team.

In the time that we have worked with Boston Scally we have been able to grow their paid marketing channels by over 2X with ROI.

After getting the exposure of this awesome brand out to the right people and giving them a huge ROI, Boston Scally tipped their cap to us.

FINDINGS

Our Unstoppable team was able to uncover that a strong brand identity is not all that is required to drive demand. What really drives demand is a great brand with targeted exposure through digital advertising.

FUTURE CHALLENGES

For Boston Scally, we believe the challenge is pretty straightforward: keeping their brand at the forefront of customers’ minds and continuing to grow their presence online. 

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