Mr Button - Elevating Brand Visibility and Sales for a Men’s Clothing Brand During the Off-Season

Industry: Men’s Fashion 

Primary Market: Men aged 20-45 in Tier-1 and Tier-2 cities in India 

Mr Button is a contemporary men’s clothing brand known for its quality and style. Facing a seasonal lull in the off-peak months (June-August), Mr Button partnered with Twist to enhance sales, expand brand visibility, and engage new audiences. 

Challenge 

Before Twist’s involvement, Mr Button struggled with low sales and high customer acquisition costs (CAC). In May, the brand generated sales of only 14.2 lakhs with a high ad spend of 7.7 lakhs, resulting in a poor ROAS. Twist’s goal was to revitalize Mr Button’s campaigns, engage new customers, and improve conversion rates in a period typically marked by slow sales. 

Goals 

1. Boost sales and ROAS during the off-peak season (June-August). 

2. Enhance website traffic and optimize conversion rates. 

3. Engage and expand the brand’s audience through influencer engagement and a stronger online presence. 

Twist’s Strategy and Approach 

1. Ad Strategy & Creative Optimization: 

Twist identified Mr Button’s core audience in Tier-1 and Tier-2 cities and launched targeted Meta ads. The ad strategy focused on driving new purchases, which ultimately accounted for 60% of the conversions during the three-month campaign. Twist experimented with a range of creatives, leveraging video and unique ad formats to discover the most effective sets. This phase launched with a price-slashed offer, attracting a fresh audience and driving traffic to Mr Button’s website. 

2. Website Revamp: 

Twist coordinated with Mr Button to enhance their website in anticipation of new collection launches. Leveraging customer feedback, heatmap insights, and competitor analysis, the website layout was redesigned to improve user experience and boost conversion rates. This refreshed look received positive feedback from both customers and company founders. 

3. Influencer Event - Pop Diaries X Rohit Saraf: 

To boost brand visibility and credibility, Twist organized Mr Button’s participation in a Pop Diaries event featuring Rohit Saraf, a popular youth icon. With over 100 influencers in attendance, the Twist team actively engaged with these influencers at the event. They arranged a special gift hamper for Rohit Saraf, elevating brand appeal. Key influencer deliverables included: 

• 168 Event Stories: Unique event stories featuring Mr Button without other brands in the frame. 

• 20 Dedicated Brand Stories: Showcasing influencers who received Mr Button products. 

• 5 Reel Mentions and 1 Dedicated Collab Post: Boosting the brand’s reach to a broader audience through influencers with more than 10k followers. 

• Retention via Multi-Channel Campaigns: 

Twist engaged Mr Button’s existing customers through WhatsApp and email campaigns, achieving a monthly retention rate of 40% repeat orders. These campaigns were instrumental in driving sustained engagement while Meta ads attracted new users, resulting in a 3x increase in website traffic. 

5. Customer Feedback and Delivery Improvements: 

Twist also gathered direct feedback from customers on delivery challenges, relaying this to Mr Button’s management to improve customer satisfaction. 

6. SEO and Google Campaigns: 

Despite limited results from Google campaigns during the off-season, Twist maintained a strong SEO focus, ensuring organic traffic growth for the upcoming high season. 

Key Deliverables 

Influencer Event Deliverables: 168 event stories, 20 brand-specific stories, 5 reel mentions, 1 collab post. 

Website Redesign: A new, customer-centric layout for increased conversion. 

Multi-Channel Engagement: Retention campaigns via WhatsApp and email to boost repeat orders. 

Ad Strategy and Optimization: Meta campaigns with targeted creatives to engage a new audience. 

Results 

Revenue Growth: In the first month, Twist helped Mr Button achieve 48 lakhs in sales with a ROAS of 3.5, and over three months generated a cumulative 1 crore, maintaining an average ROAS of 4. 

Customer Acquisition: Over 60% of purchases were from new customers, highlighting Twist’s impact in expanding Mr Button’s audience. 

Website Traffic & Retention: A 3x increase in traffic, with 40% of monthly orders from returning customers. 

Enhanced Brand Perception: The influencer engagement helped build a buzz around Mr Button, especially among youth audiences. 

Key Takeaways 

Through data-driven strategies, influencer engagement, and customer-focused improvements, Twist successfully helped Mr Button achieve significant growth and brand recognition, even during the seasonal sales dip.