Key results

Exceeded natural
search revenue targets
by 32%

Grew Instagram
account to over

Revenue up 89%
from social media channels

Our Strategy

We developed the #DressForTheBeat campaign to establish Adaptor Clothing not only as a fashion brand but to increase awareness of the brand as a key influencer and part of the music scenes which relate to its products – from Brit Pop and Northern Soul, through to punk and SKA.

We approached and collaborated with up and coming bands and offered them a photoshoot wearing items from Adaptor Clothing’s collection. The photographic assets were used as a focus for our #AdaptorBandsBattle social contest.

Through a Facebook app we created, fans were able to vote for their favourite outfits for a chance to win them. To encourage entries, we supported the contest with social advertising targeting fans of the bands’ pages and users with relevant interests accompanied by sponsored stories to boost subsequent post reach even further.

The photographic assets were also used as content to advertise in major music magazines such as Q Magazine, FHM, and Mojo, who used the #DressForTheBeat hashtag to promote Adaptor and bands we collaborated with.

To further Adaptor’s brand awareness and positioning, we collaborated with influential niche music bloggers and questioned them about fashion and music and the inextricable link between the two.

To grow their Instagram following, we worked with five music bloggers and asked them to each take over the Instagram feed for one day each posting at least, five inspirational images about mod life and visual culture, with an emphasis on mod style.

The Outcome

Since working with Adaptor Clothing we have:

  • 32% above target in terms of natural search revenue
  • 12% increase YoY in searches for Adaptor/ Adaptor Clothing
  • Grew Instagram account to over 1,000 followers
  • Revenue up 89% from social media channels
  • Direct traffic revenue up 44% (as a result of the brand awareness/ social media work)
  • Facebook following up 89% during #DressForTheBeat campaign period
  • Referral traffic from Facebook up 167% and Twitter referrals up 97%
  • Adaptor Clothing’s website revenue is now up 12% YOY with transactions up 15% YOY

“Having already cemented our place in the Mod/Skinhead clothing market previously with the help of the team, we wanted to widen our appeal whilst retaining our edge as a brand. We loved their idea for the #DressForTheBeat campaign – it felt modern, young, and cool. Their campaign planning and execution were incredibly detailed and comprehensive and we really enjoyed the process. The outcome was a credible, audience focused and energetic campaign that ultimately sat music culture and Adaptor Clothing side by side.”

Paul Brown, Ecommerce and Marketing Manager at Adaptor Clothing