IRONCLAD

+23.6%

Revenue compared to the same period last year, despite that year having stronger month-on-month sales

+260%

Ad Click-Through Rate

With two weeks notice, revitalising Ironclad’s year-end sales, pitching and delivering fast brand and performance creative to deliver a 23.6% YoY lift in revenue for the period, despite being a year of downtrends.

The problem

Ironclad, known for its heirloom-quality, sustainably made pans, was facing lower month-on-month revenue compared to the same period in the previous year. Despite the brand’s strong craftsmanship and lifetime guarantee, sales momentum needed a boost at the holiday season.

Core Challenges

  • Under two weeks to conceptualise, produce, and finalise a suite of assets that would dramatically increase sales.

  • Ironclad had never run a sale during Black Friday, and had to be sold on the idea.

  • Balancing brand image vs. sale content, ensuring production spanned both performance and brand-building ads.

  • Pre-existing stagnation, with data showing Ironclad wasn’t on track to surpass the previous year’s sales numbers

My Roles

  • Developed and pitched a Black Friday campaign concept, which the client had never done before and was sceptical about.

  • Conceptualised, pitched, producted, directed, photographed, and designed shoot output deliverables for the whole project within two weeks.

  • Ensured that regardless of the time-crunch, content was executed to a high standard and still achieved performance principles around structure, flow, value-add etc.

Key Decisions

  • We identified a major opportunity to tap into Black Friday’s consumer mindset:

    • Strategic Timing & Lead Gen: Positioned the sale to kick off just ahead of Christmas gift-buying rush, also running lead-gen campaigns to build hype and mailing lists.

    • Targeted Messaging: Framed Ironclad pans as the perfect, long-lasting gift for cooking enthusiasts and sustainability-minded shoppers.

    • Promotional Offer: Carefully balanced a compelling discount without undermining the brand’s premium value.

  • Within a two-week window, I led the entire content creation process for Black Friday and Christmas:

    • Concept & Script: Aligned brand values and aesthetics with promotional urgency.

    • Combined Photoshoot & Video: Streamlined resources by shooting holiday-themed and sale-focused assets together.

    • High-Quality Output: Despite the rapid timeline, produced a range of visually striking imagery and video that reinforced Ironclad’s premium positioning.

  • Leveraging the newly created content, I designed attention-grabbing ads for multiple channels:

    • Engaging Visuals: Showcased the pans in real cooking scenarios, emphasising durability and timeless appeal, as well as a clean clear-cut style.

    • Crisp Copy & CTAs: In our conversion ads, highlighted the limited-time Black Friday offer, driving urgency and clicks.

    • Variations For Brand vs. Conversion: Carefully iterated messaging and visuals to tailor content for brand vs. conversion goals.

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