M. C. OVERALLS

Reinventing British Workwear Through
Digital Marketing

M.C.Overalls, a British workwear brand, partnered with a digital marketing agency to enhance their online presence and drive sales across multiple digital channels. The campaign focused on creating a cohesive multi-channel strategy spanning SEO, Google Ads, Facebook/Instagram Ads, and TikTok, with particular emphasis on reaching both traditional workwear customers and fashion-conscious consumers.

Challenges & Opportunities

  • Establish M.C.Overalls as a premium British workwear brand in a competitive market
  • Bridge the gap between traditional workwear and contemporary fashion
  • Create a consistent brand message across multiple digital platforms
  • Drive qualified traffic and conversions while maintaining efficient cost metrics
  • Appeal to both male and female demographics despite traditional workwear associations

our APPROACH

To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.
To address these challenges, we adopted a user-centered design approach:

1. Facebook/Instagram Advertising

Audience Segmentation:

  1. Focused on Instagram placements for prospecting due to higher engagement rates
  2. Implemented three-tiered campaign structure:
  1. Prospecting campaigns targeting view content events
  2. Add to cart campaigns for engaged audiences
  3. Purchase-focused retargeting campaigns

Creative Approach:

  1. Leveraged influencer collaborations
  2. Utilized carousel formats for showcasing product range
  3. Implemented short-form video content for higher engagement
  4. Created platform-specific content for Instagram Stories
To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.

2. Google Ads Strategy

Campaign Structure

  1. Implemented shopping campaigns with targeted audience segments
  2. Tested display campaigns with carefully selected audience targeting
  3. Focused on retargeting campaigns for engaged users

Ad Copy Optimization

  1. Created distinct messaging for different product categories (overalls, dungarees, jackets)
  2. Emphasized key brand values: durability, timelessness, gender neutrality
  3. Incorporated local elements with "UK" and "British" messaging
To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.

3. Cross-Channel Integration

  1. Synchronized messaging across platforms
  2. Shared creative assets between channels
  3. Implemented consistent tracking and attribution

implementation

To effectively address the challenges faced by Acadly and engage the identified Ideal Customer Profiles (ICP), a comprehensive marketing strategy was put into action. This strategy encompassed various tactical elements, each aimed at maximizing lead generation and enhancing brand visibility.

Audience Targeting

Created custom audiences based on:
  1. Behavioral patterns
  2. Interest targeting
  3. Demographics
  4. Website interaction data
  5. Shopping behaviors

Content Strategy

Developed platform-specific creative assets:
  1. Short-form videos for Instagram
  2. Carousel ads showcasing product details
  3. Celebrity collaborations for authenticity
  4. Behind-the-scenes content

Optimization Process

  1. Regular performance monitoring
  2. Creative testing and iteration
  3. Audience refinement
  4. Budget allocation adjustments
  5. Platform-specific optimizations

key findings

Platform Performance

  1. Carousel ads featuring influencers showed strongest engagement
  2. Video content outperformed static images
  3. Instagram placements proved more effective than Facebook for prospecting

Creative Insights

  1. Celebrity collaborations drove higher engagement
  2. Short-form video content showed superior performance
  3. Carousel formats effectively showcased product range
  4. Static images performed well in retargeting campaigns

Audience Behavior

  1. Instagram users showed higher engagement rates
  2. Retargeting campaigns demonstrated strong conversion rates
  3. Mobile optimization proved crucial for performance
still thinking? we pray for you
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Don’t hire us. yet.

“Upthrust promised us a 90-day, but to my surprise, the store's ranking and visibility improved within 47 days.

We started getting traffic, better conversions,
and exponential sales.”

Troy
Sales Manager at M.C.Overalls

M.C.Overalls

M.C Overalls is a clothing brand that aims to inspire a generation eager to pursue their passion, showcasing stories of community members who embody the #WeWorkHard ethos. This brand is for the self-starters and creators of today.

Retail Apparel & fashion

3.5%

boost in
response rate

20+

demo calls in
second month
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