Market Mix - 🔍 How True Classic Grew To $250M

October 10, 2023 | Read Online

Hey, my friend. Alex here. This wasn’t an easy newsletter to write or send. With the terrorism taking place in Israel, we send our love, thoughts, and prayers. And if there is anybody who needs our help then please reach out. I wish I could send you this newsletter under different circumstances. But, please, if you haven’t already, check in on any friends, family, or colleagues. Sending nothing but love.

For those who still want to enjoy a playbook today - then today’s case study is on the funnel True Classic used to scale to a $250M valuation in 4 years.

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True Classic, a men’s apparel brand founded in 2019 is defying the DTC odds.

They’ve scaled to a 9-figure revenue company valued at $250 million in just 4 years.

Their CEO publicly attributed its success to its Facebook ad strategy - spending $100,000 on Meta platforms each day without bleeding cash by generating $2 - 2.5 in sales per $1 spent.

And that's because of their funnel.

Let Creative Do The Targeting

Brand President, Ben Yahalom, says that, “Creative is not about aesthetics, but whether you really understand your customers.”

Instead of fine-tuning a target audience based on demographics and interests, True Classics deployed hundreds of Facebook creatives, with each group of ads tapping into the desires and pain points of a specific segment of potential customers.

The True Classic creative strategy: let the creatives do the targeting.

See the pattern?

Broad audience > Hyper-specific creative > The hook crafts a pocket within this audience.

Use Category Pages as Landing Pages

True Classic uses catalog pages as landing pages.

Why? They sell an easy-to-understand product and do a fantastic job at educating the right audience.

And they make category pages work by doing these two things:

Highlight the key benefits on top of category pages.
Put an irresistible bundling offer at the top of the page to drive higher AOV

Cementing The Sale With Product Pages

True Classic treats its product pages like landing pages.

Here’s how:

Key product details
Cementing benefits
Cements confidence with short-form video

Tool stack to embed video into your PDP.

This tool will help you add videos to your PDPs.

Increase AOV Further Through In-cart Upsell

In addition to bundling, True Classic increases AOV through smart in-cart upselling.

They gamified the upsell process where the more you spend the more you unlock.

Add in urgency. A seamless upsell.

And you’ve developed a recipe for conversion.

This tool will help you gamify your upselling.

Here’s How You Can Implement:

Create a post-purchase survey where customers answer what point points or desires your product solved
Compile a list of your top responses
Take these top responses and create different narratives around them
Use these narratives to write scripts and film ad creatives
Add bundles at the top if you’re directing traffic to your catalog pages
Add social proof, urgency, and short-form video to your product pages (tool in NL)
Gamify your checkout process to increase AOV using Rebuy
Make the upsell process seamless (avoid directing ppl out of the checkout page)

Save 40+ Hours in Your Creative Prep For Q4

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Combine organic + paid influencer campaigns to build brand awareness
1-click access to TikTok Spark Ads codes and Meta whitelisting connections for influencer ads.
Build a roster of creators and influencers for long-term collaborations

Join major eCommerce brands like Obvi, Quip, and Ivy Beauty using Insense.

And if you launch your campaigns now, you can get content within 2 weeks.

Book a 1-2-1 strategy call by Oct 27 and get $200 for your first UGC campaign..

Book Now

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However, I can help. Or however, my team can help. Please reach out. Even if you just need somewhere to vent. We’re here.

Alex Garcia & The Marketing Examined Team

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Market Mix - 🔍 How True Classic Grew To $250M

Improve Your ROAS With The Fastest Growing Search Engine

Let Creative Do The Targeting

Use Category Pages as Landing Pages

Cementing The Sale With Product Pages

Increase AOV Further Through In-cart Upsell

Here’s How You Can Implement:

Save 40+ Hours in Your Creative Prep For Q4

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