Urban Armor Gear • Digital Marketing

DTC Performance

Driving massive increases in digital awareness and sell-through across DTC and Amazon platforms

Project Overview

Worked together with our performance marketing agency to generate massive increases in digital awareness and sell-through on our website and Amazon platforms. Creating a huge increase in quantity of ads created by internal team and utilizing agency partners to support additional sales revenue moments. Our primary focus being on Instagram, Facebook and Youtube for awareness and ultimately profitable sell-thru. The internal UAG team manages Tik Tok, along with affiliates and Tik Tok Shop.

We achieved 4x more ads year-over-year, dramatically expanding our creative output while maintaining quality. More direct focus on device agnostic products has allowed the marketing team to identify a larger pool of potential customers and the ability to increase our AOV by over 20% just in the last two years.

I worked with our internal team to create not only more ads, but also even higher quality content. Producing both static and video ads that capture attention while also driving the brand to new consumers. Also worked with our social performance agency to guide spend and overall direction on incoming sales moments, potential product launches, and brand storytelling.

Client

Urban Armor Gear

Platforms

Instagram, Facebook, Youtube, Tik Tok

Focus Areas

Device Agnostic Products, Performance Marketing

Services

Static Ad CreationVideo Ad ProductionAgency ManagementPerformance StrategyCreative DirectionBrand StorytellingSales Moment PlanningProduct Launch Support

Campaign Creative

Sample of the high-quality video content, with our main goal of creating scroll stopping content around the iPhone 17 along with other accessories

The Strategy

Agency Transition & Partnership

Led the transition to a new advertising agency, establishing a collaborative partnership focused on driving measurable results. This strategic shift enabled us to leverage external expertise while maintaining strong internal creative capabilities.

Creative Output Expansion

Dramatically increased the quantity and quality of ad creative, achieving 4x more ads year-over-year. Worked closely with the internal team to produce both static and video ads that capture attention and drive brand awareness to new consumers.

Device Agnostic Focus

Shifted marketing focus toward device agnostic products, opening up a significantly larger pool of potential customers. This strategic pivot allowed us to reach consumers regardless of their specific device, expanding our addressable market substantially.

Performance Agency Collaboration

Worked with our social performance agency to guide spend allocation and overall direction. Coordinated efforts around incoming sales moments, potential product launches, and brand storytelling initiatives to maximize ROI across all channels.