Friar Tux – Michael Kors: Social Media Marketing Case Study

Brandastic was tasked with creating a groundbreaking social media campaign to generate high-quality leads for one of our client’s most successful products. That client was Friar Tux, one of the largest men’s formalwear providers in the US. Here’s what we were able to accomplish for them!

 

OVERVIEW:

  1. Leads: 333 New Leads
  2. Cost Per Lead: $63 on average
  3. Potential Revenue: $264,000 (average booking = $800, assuming 100% conversion rate)
  4. Emails: 44% Open Rate compared to 12% Industry Average

 

For decades, Friar Tux has proudly offered the finest suits and tuxedos at affordable prices, providing a style and fit for every customer. As the summer months approached, Friar Tux came to Brandastic to market their soon to be hottest suit of the season by Michael Kors.

Brandastic rolled out a summer lead generation campaign with video and testimonial ads, custom landing pages, and email drip campaigns. As we approached the hottest menswear season of the year, we knew that one concern on many minds would be the dreaded stiff and stuffy suit at a hot summer wedding. It was critical that we showcased what makes this suit unique amongst the rest—comfort and cool, without sacrificing style. With a stretch, flex-fit fabric and CoolMax technology, it was quickly the hottest suit of the season for Friar Tux. As a result of Brandastic’s integrated campaign, Friar Tux witnessed a huge spike in online leads at their lowest cost per lead in their digital marketing history.

 

promotional landing page with testimonials for friar tux

 

locate inventory submission form for quote

 

OVERVIEW:

  1. 333 Leads
  2. $63 Average Cost Per Lead
  3. Potential Revenue: $264,000 (average booking = $800, assuming 100% conversion rate)
  4. Emails: 44% Open Rate compared to 12% Industry Average

 

How we did it:

1. Animation 

Considering 64% of users are more likely to buy a product online after watching a video, Brandastic was quick to create an animated ad compiling photos, music and text to create an engaging video ad on Facebook and Instagram feeds. 

advertising image saying suits designed with performance fabric

 

2. Testimonials 

Due to the popularity of the suit, Friar Tux already collected a series of customer testimonials showcasing the quality of the suit. Brandastic incorporated these testimonials on to the ad creative to give that extra layer of trust and validity to the quality of the suit. The Michael Kors campaign continues to be the highest performing online lead generation effort, proving that the message was effective and compelling to an audience that is regularly being advertised suits and tuxedos.

 

advertising image tuxedo with testimonial

image of bride and groom wearing wedding clothes with testimonial

advertising image guy in friar tux suit

couple in formal attire with testimonial

guy posing in suit with a testimonial

couple posing for a wedding photo with a testimonial

3. Email Campaigns 

While Brandastic’s goal was to generate individual leads for this Michael Kors campaign, Brandastic created a 3-part automated email series to nurture the lead once their information was submitted. Understanding that wedding appointments are a pivotal part of Friar Tux’s business model, each email focuses on driving in-store appointments, while also showcasing popular styles, trending wedding colors, and the Friar Tux e-commerce website.

 

promotional page for michael kors tuxedopromotional page for friar tux sitefriar tux promotional website page for michael kors suit

 

 

 

 

4. Video Production 

Knowing that many procrastinate buying or renting formalwear due to the perceived overwhelming nature of the entire process, Brandastic felt it was important that there would be an easy, digestible way to show just how easy it is to visit a Friar Tux at any of their 30 plus locations. Considering that videos are the primary tool to communicate online, what better way to showcase the beauty of their remodeled stores and the simplicity of the Friar Tux experience than an in-store experience video shoot. This video has been a huge asset for the brand, already gaining major traction with their preferred vendors and exposure to new customer bases.

 

 

Not only was this a win for our Brandastic team partnering with a Southern California staple in the formalwear industry,  but friar tux witnessed a huge spike in online leads at their lowest cost, resulting in a successful summer season for suit rentals.

 

OVERVIEW:

  1. Leads: 333 New Leads
  2. Cost Per Lead: $63 on average
  3. Potential Revenue: $264,000 (average booking = $800, assuming 100% conversion rate)
  4. Emails: 44% Open Rate compared to 12% Industry Average

 

Looking to create a similar Social Media Marketing Campaign for your own business? Brandastic is here to help! We have an experienced team of digital marketers and designers who will get the job done right. Contact us today to get started.

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