Case Study

Martin Dingman

Record-breaking Black Friday sales for luxury brand

Services

marketingweb

Technologies

Klaviyo
Shopify Plus
Google Ads
Meta

Martin Dingman is a luxury brand renowned for its exceptional leather goods, including belts, shoes, and wallets. With a legacy built on meticulous craftsmanship and timeless design, the brand has cultivated a loyal following.

Seeking to drive revenue growth while maintaining their premium positioning, Martin Dingman partnered with LimeLight Marketing to achieve significant holiday sales growth without resorting to discounts.

91%

increase in YoY BFCM sales

115%

increase in BFCM orders YoY

+127%

growth in total customers

Project Highlights

Digital marketing strategy
Paid media
Email marketing
Multi-channel campaign
Web design
CRO

The Challenge

The primary challenge was to achieve significant holiday sales growth during the Black Friday/Cyber Monday (BFCM) period without relying on discounts or sales promotions.
To solve this challenge, the brand must attract new customers and increase revenue while preserving the brand’s luxury image.

Our Approach

We developed a digital marketing strategy focused on new customer acquisition. Key components included:

Paid Media Reallocation: Shifted budgets from retargeting to prospecting campaigns to reach new audiences.
Email Marketing Optimization: Enhanced email frequency during peak shopping periods and shortened trigger windows for abandoned cart flows to capitalize on immediate purchase intent.
Omnichannel Integration: Leveraged Martin Dingman’s physical catalog mailing list to target the audience on Meta, creating a coordinated approach across physical mail, email, and targeted digital advertising.
Web Design and CRO: Enhanced the user experience to facilitate conversions without compromising brand integrity.

Business Impact

The campaign yielded impressive results:

91% increase in year-over-year BFCM sales.
115% increase in BFCM orders year-over-year.
127% growth in total customers.

Why It Worked

By aligning the marketing strategy with Martin Dingman’s brand values, together we successfully attracted new customers without diluting the brand’s luxury positioning.
The focus on authentic storytelling, strategic paid media allocation, and integrated omnichannel efforts ensured a cohesive customer journey that resonated with quality-conscious consumers.

LimeLight’s performance marketing services are designed to deliver timely ROI. They’re built to move fast, go deep, and give brands the clarity they need to prove marketing impact with confidence.