Media Strategy & Focus:

• Goal: Increase online sales and average order value (AOV) for Buck Mason’s Fall Collection, emphasizing premium, timeless menswear staples.

• Audience: Male consumers aged 25-45, professionals and style-conscious shoppers who prioritize quality over fast fashion.

• Channels: Meta (Facebook & Instagram), Google Search, YouTube pre-roll, and programmatic display (via The Trade Desk).

• Messaging: Highlighted Buck Mason’s craftsmanship, fabric quality, and classic American style.

Media Plan & Execution:

• Facebook & Instagram Dynamic Product Ads (DPAs):

  • Retargeting high-intent website visitors with product carousels based on browsing history.

  • Lookalike audiences built from high-value customers.

• Google Shopping & Paid Search:

  • High-intent keyword targeting (e.g., “best men’s leather jackets,” “premium flannel shirts”).

  • Localized campaigns supporting Buck Mason retail locations in LA, NYC, Austin, and SF.

• YouTube Pre-Roll & Programmatic Video Ads:

  • Short-form, cinematic product-focused ads running across premium men’s lifestyle channels (GQ, Esquire, Gear Patrol).

Creative & Messaging Approach:

• Minimalist, high-quality video ads showcasing fabric texture and fit.

• “Built to Last. Designed to Move.” campaign tagline.

• Instagram Stories featuring a ‘Shop Now’ swipe-up CTA.

Results:

• 32% increase in Fall Collection sales YoY.

• 11.8x ROAS across paid social and search.

• 23% increase in AOV due to strategic upsell campaigns.

Media Strategy & Focus:

• Goal: Maximize Buck Mason’s seasonal sales volume through a digital-first holiday campaign.

• Audience: Gift shoppers (male & female) and Buck Mason’s existing high-value customers.

• Channels: Paid social (Meta & Pinterest), Google Search, YouTube bumper ads, and email marketing.

• Messaging: Position Buck Mason as the go-to premium gift choice for men’s fashion.

Media Plan & Execution:

• Facebook & Instagram Carousel Ads:

  • Promoted curated holiday gift bundles (e.g., “The Classic Gentleman Set”).

  • Targeted both past purchasers and lookalike audiences.

• Google Search & Shopping Ads:

  • Increased bid adjustments for high-converting holiday keywords.

  • “Guaranteed Christmas Delivery” ad extension to create urgency.

• Pinterest Promoted Pins:

  • Showcased gift sets and bestsellers in a shoppable format.

• YouTube Bumper Ads:

  • Quick six-second product highlight videos tailored for gift shoppers.

Creative & Messaging Approach:

• Clean, holiday-themed flat lays of gift sets.

• “Luxury. Quality. The Perfect Gift.” messaging across all creative.

• High-converting ad copy variations based on retargeting audience segments.

Results:

• 41% increase in holiday-season conversion rates.

• 14.2x ROAS on Facebook and Instagram ads.

• 18% YoY growth in repeat customer purchases.

Media Strategy & Focus:

• Goal: Drive foot traffic and local awareness for Buck Mason’s new retail stores in key markets.

• Audience: Fashion-conscious urban consumers, professionals, and existing Buck Mason customers.

• Channels: Google Local Search, Meta (Facebook & Instagram), Waze Ads, YouTube, and influencer partnerships.

• Messaging: Promoted exclusive in-store events, limited-time discounts, and styling experiences.

Media Plan & Execution:

• Google Local Search & Maps Ads:

  • High-intent keyword targeting (e.g., “men’s fashion NYC,” “best flannel shirts SF”).

• Waze Ads:

  • Pin-based targeting showcasing store locations with limited-time offers.

• Meta & Instagram Ads:

  • Geo-targeted campaigns promoting store launch events and exclusive offers.

• Influencer Partnerships:

  • Collaborated with local menswear influencers in each market for pre-launch buzz.

Creative & Messaging Approach:

• “Experience Buck Mason in [CITY]” localized ad copy.

• High-end lifestyle photography and video ads featuring in-store experiences.

• User-generated content campaign showcasing customers visiting the store.

Results:

• 65% increase in foot traffic during launch weeks.

• 38% of new store visitors discovered Buck Mason via digital ads.

• NYC & SF stores exceeded first-quarter revenue targets by 22%.

Media Strategy & Focus:

• Goal: Position Buck Mason as the must-have men’s brand for summer staples while increasing online DTC sales.

• Audience: Style-conscious men 25-40, young professionals, high-spending fashion buyers.

• Channels: Instagram Reels, TikTok Ads, Google Shopping, and programmatic display.

• Messaging: Focused on lightweight, breathable, and versatile essentials.

Media Plan & Execution:

• TikTok TopView Ads:

  • First-ever TikTok campaign for Buck Mason, featuring behind-the-scenes content.

  • Partnered with men’s lifestyle creators to show off styling tips.

• Instagram Reels & Stories Ads:

  • Short-form fashion walkthrough videos optimized for engagement.

• Google Shopping & Display:

  • Featured best-selling linen shirts and lightweight chinos with retargeting ads.

Creative & Messaging Approach:

• “Look Sharp. Stay Cool.” tagline.

• Fast-paced, engaging content showcasing movement and breathability.

• User-generated content from customers wearing Buck Mason on summer vacations.

Results:

• 27% increase in seasonal sales.

• 9.7x ROAS on paid social.

• TikTok campaign exceeded engagement benchmarks by 3x.

Media Strategy & Focus:

• Goal: Establish a consistent digital advertising strategy that keeps e-commerce sales steady year-round.

• Audience: Existing customers, lookalike audiences, and first-time buyers.

• Channels: Facebook DPAs, Google Search, retargeting display, and email automation.

• Messaging: Focused on timeless style, craftsmanship, and the Buck Mason brand identity.

Media Plan & Execution:

• Always-on Google Search & Shopping Ads:

  • Optimized bid strategies for high-converting product categories.

• Facebook & Instagram Retargeting:

  • Dynamically updated product carousels for users who abandoned carts.

• Behavioral Email Automations:

  • Personalized email journeys based on customer interactions.

Creative & Messaging Approach:

• Minimalist product-focused creative with clean typography.

• “Clothing That Gets Better With Age.” campaign tagline.

• Customer reviews integrated into ad creative.

Results:

• Sustained 10.4x ROAS across all paid media.

• Cart abandonment email sequence increased conversions by 28%.

• Buck Mason’s e-commerce revenue grew by 35% over two years.