Nasty Pig
Driving Growth Through Strategic Branding and Digital Marketing
7.85x
ROAS
2.5%
Conv. Rate
7.85x
ROAS
2.5%
Conv. Rate
+30%
AOV Increase
The Client
Established in 1994, Nasty Pig is a New York City-born gay apparel brand that has become a cultural touchstone within the LGBTQ+ community. Operating as a 100% online direct-to-consumer brand, they needed a partner who understood both their audience and the nuances of performance marketing in a niche space.
The Challenge
Despite strong brand recognition within the community, Nasty Pig’s digital presence wasn’t converting at the level their brand equity deserved. Their website conversion rate sat at just 1%, paid media was underperforming, and email marketing was largely untapped as a revenue channel. They needed a comprehensive digital overhaul that respected their brand’s identity while modernizing their approach to customer acquisition and retention.
The Strategy
We developed a full-funnel strategy that paired provocative, on-brand creative with rigorous performance optimization. The approach centered on three pillars: rebuilding the website experience for conversion, launching a data-driven paid media program, and building a retention engine through email and SMS.
Implementation
Redesigned the e-commerce experience with streamlined product pages, improved navigation, and mobile-first checkout optimization
Launched segmented Meta and Google ad campaigns targeting lookalike audiences built from high-LTV customer data
Built an email program from near-zero to 20,000 subscribers with automated flows for welcome, browse abandonment, and post-purchase
Developed a content calendar that balanced brand storytelling with conversion-driven promotions
7.85x
ROAS
2.5%
Conv. Rate
+30%
AOV Increase
20k
Email Subs in 1 Year
The results spoke for themselves: website conversion rate jumped from 1% to 2.5%, paid media delivered a 7.85x return on ad spend, and average order value increased by 30%. The email list grew to 20,000 subscribers within the first year, creating a sustainable owned-media channel that reduced dependence on paid acquisition.
Key Takeaway
Website conversion from 1% to 2.5%