Hats Off to Success with Hicks & Brown

Hicks & Brown, an independent hat brand, focused on British heritage with contemporary style, partnered with Lane Media for a tailored paid media strategy to match their high-quality hats. With a focus on a full funnel digital approach, we prospected new customers to bring in new brand fans whilst re-engaging and driving sales at the bottom of funnel through their loyal followers.

A multi-channel strategy was implemented, utilising Paid Social, Paid Shopping and Search through Meta, TikTok and Google to target users at different points in the conversion journey.

Focused primarily on new customer acquisition, we utilised rich content to prospect new customers on both Meta & TikTok. Leveraging data-driven insights, we introduced sequential retargeting which played a pivotal role in our digital strategy.

Leveraging Google’s inventory with Performance Max and Search, we strategically optimised our Google approach to drive purchases and maximise conversion value.

Our strategies across Meta and Google were a huge success with monthly adjustments and targeting refinements resulting in improved efficiency and profitability. The partnership has led to a significant increase in ROAS (Return on Advertising Spend), consistently achieving over 8:1 and peaking as high as 12:1, with substantial growth in website purchases.

Paid Social strategy has also been diversified by adding TikTok to boost brand awareness, gaining nearly 2,000 followers and well over a million video views. Our approach to TikTok has been to maximise engagement and build a community to then be maximise future conversions and drive further efficiencies for the business.