Martin Dingman
How strategic digital marketing drove record-breaking holiday sales for luxury lifestyle brand
The ask
Martin Dingman sought a partner to help drive revenue growth while maintaining their premium brand positioning. The challenge was unique: achieve significant holiday sales growth without relying on discounts or sales to attract new customers.
Digital marketing strategy
Paid media
Email marketing
Multi-channel campaign
Web design
CRO
Results
91%
increase in YoY BFCM sales
115%
increase in BCFM orders YoY
119%
growth in total customers
Balancing brand legacy with digital growth
Martin Dingman has built their legacy on exceptional leather goods, cultivating a loyal following through meticulous craftsmanship and timeless design. While their premium products spoke for themselves, the brand needed a partner to help them reach new audiences without diluting their luxury positioning. We developed a strategy to drive growth through strategic digital marketing and authentic brand storytelling, reaching new customers who value quality over price.
A time-sensitive strategy
Our team shifted the marketing strategy to focus primarily on new customer acquisition, particularly during the crucial Black Friday/Cyber Monday (BFCM) period. This involved reallocating paid media budgets away from retargeting to focus on new customer acquisition, while letting a robust email marketing program drive repeat purchases from existing customers.
Enhancing contact when it mattered most
We developed an intensified email marketing approach for the holiday season that increased sending frequency during peak shopping periods. The team optimized email timing to maintain consistent touchpoints during high-intent shopping windows. Additionally, we shortened trigger windows for abandoned cart flows, capitalizing on immediate purchase intent and reducing lost sales to competitors.
Omnichannel integration
A key innovation was leveraging Martin Dingman’s physical catalog mailing list to enhance digital targeting. By uploading this audience to Meta’s platform, we created a powerful omnichannel approach that coordinated physical touchpoints, email communications, and targeted digital advertising for maximum impact.
Optimized customer journey
The strategy carefully balanced new customer acquisition with existing customer retention and nurturing. Email marketing campaigns were specifically designed to reactivate existing customers during the holiday shopping window, while paid media focused exclusively on expanding the customer base.
