MOTHER DENIM

Curating a signature partner network. Maison MRKT partnered with MOTHER Denim to lead its global paid social strategy for both Men and Women divisions. With almost 15 years as a denim powerhouse, MOTHER looked to Maison MRKT to inject strategic, growth-oriented planning and scalable infrastructure into its foundational paid media footprint. 

While Maison MRKT first began our in-depth research phase, it became clear that hero denim styles were a tent-pole for MoM and YoY growth for the business as a whole – offering stability and cohesion during the natural ebb and flow of seasonal customer activity. Evergreen denim styles were also powerful in their capacity to attract both new customers and cross-sell a loyal customer base –  a fluid positioning that commands strategic representation along each stage of the customer journey. 

To most effectively prioritize these hero products, without losing sight of broad category growth goals for both new and returning customers, Maison MRKT integrated a bespoke campaign infrastructure that optimized media interactions from the first touchpoint down to the time of purchase. This was highlighted through cross-channel presence and high-impact Creator partnerships that maximized brand relatability and deepened customer relationships.

With foundation established and new, high-growth trajectory enabled, Maison MRKT pro-actively positioned MOTHER to scale through efficiency by tapping into our trusted portfolio or partners. This network of preferred tools is curated to empower data transparency, targeting, compliance, and optimization through advanced data capture and measurement.

About

MOTHER Denim is a premium denim brand known for its playful spirit and versatile styles. Founded in 2010, the brand offers a wide range of jeans, clothing, and accessories for both women and men, characterized by high-quality fabrics and a distinctive blend of comfort and style. MOTHER embraces a vintage-inspired, rebellious aesthetic, making it a favorite among those seeking fashionable, well-crafted pieces with a laid-back vibe.

Transforming campaigns with super-charged efficiency.First, our teams integrated a partnership with Measured - an incrementality-focused platform designed to help brands optimize their media spending by administering market-based experiments to measure the incremental impact of advertising across channels – providing transparency around cross-channel attribution and budget allocation through media mix modeling. With Measured, Maison MRKT teams integrated geographic hold out tests to determine incrementality and optimize budget across the marketing funnel. This bird’s eye view of budget infrastructure allowed for increased efficiency in spending and allowed optimizations to be made that more closely aligned with new customer acquisition strategies.

Next, our teams onboarded Elevar to advance server side tracking capabilities and optimize conversion tracking across channels. By building on existing Shopify platform integrations, Elevar significantly increases conversion tracking accuracy and instantiates a compliance-first customer experience. This real-time event monitoring allowed MOTHER and Maison MRKT teams an unobstructed view into how, when and where customers were converting. 

Finally, Maison MRKT employed its preferred partner status on both Meta and TikTok to facilitate diversification and scalability. Within TikTok, we scaled our presence with the help of Spark ads – boosting awareness, engagement and conversions for a highly-significant young customer group. Within Meta, we launched Meta Shops to introduce a new sales channel to the business and offer diversity in how customers interact with ads on both Instagram and Facebook. 

Through these highly considered partner integrations, MOTHER and Maison MRKT have unlocked a previously untapped stream of insights with impact all throughout the marketing funnel. Armed with transparency and data like never before, our teams are positioned to shatter growth ceilings and increase efficiencies in the process.