It all started when we reached out to the founder of Back Down South Clothing Co to find out if he needed help with marketing.
Like many Shopify store owners, Back Down South’s founder wore every hat in the business.
He was creating and running ad campaigns, sending out emails, brainstorming product designs, and simultaneously managing day-to-day operations. Over time, the pressure of juggling these roles limited his ability to scale.
He knew there was untapped potential in both paid advertising and retention marketing, but simply lacked the capacity—and specialized expertise—to optimize them at scale.
That’s when our team at Conversion Engine stepped in.
Our mission was clear: unleash the full growth potential hidden within Back Down South Clothing Co.’s brand. The founder had built a strong, authentic brand that resonated with his customers, and he needed a way to amplify his message to reach more customers and grow sales.
From the outset, we recognized a powerful story in the brand’s Southern heritage and the founders love for the outdoors.
Rather than throwing together generic ad campaigns, we wanted to connect with customers on a deeper, more emotional level—something that resonated with an authentic Southern lifestyle and the excitement of duck-hunting adventures.
We started by refining the brand’s approach to Facebook and Instagram (Meta) ads. Our first step was an in-depth brand analysis. We focused on figuring out exactly what the brand stood for and who it's target customer's were.
From there, we developed a tiered campaign structure by focusing on:
By creating a multi-tiered campaign strategy, we ensured our campaigns were hyper-relevant, super-targeted, and cost-effective. Engagement began to grow, and the Return on Ad Spend (ROAS) climbed accordingly.
Next, we crafted an emotional ad creative strategy designed to evoke the right feeling for a Southern lifestyle brand. We leveraged Back Down South's authentic photography and inspirational video content to tell a compelling brand story.
The goal was to design and run ads with the right vibe that made people FEEL an emotional connection with the brand.
The Ad Creative Strategy ultimately resonated with Back Down South’s tribe, turning casual browsers into passionate followers—and ultimately, paying customers.
A few months later, our team started working on a robust Retention Marketing strategy to capitalize on Back Down South Clothing Co's increased attention and growing sales.
We revamped the automated email flows and segmentation, built out a monthly retention marketing strategy, and launched SMS as a marketing channel.
Automated sequences welcomed first-time customers with compelling brand stories and messaging, followed up with cross-sell and upsell campaigns that consistently reminded loyal fans of new products and promotions.
From a design perspective, we took time to design an updated email template to create a stronger brand impression from Email Marketing Campaigns, while also focusing on heavy-hitting, conversion focused email + SMS marketing copy.
The result is that, in a very short amount of time, Retention Marketing (email + SMS) grew to a 25% of the brand's total revenue.
In just one year under our strategic frameworks, Back Down South Clothing Co. grew by an impressive 55%.
The ad strategy became more robust, emotional storytelling stronger, and Retention Marketing more consistent and effective.
With heavy-hitting Meta ad campaigns driving new customers at scale and retention marketing ensuring those customers stayed loyal, the entire business experienced sustained, profitable growth.
By weaving an authentic Southern, duck hunting vibe into every piece of advertising, harnessing retention marketing to build lasting relationships, and applying proven eCommerce growth frameworks, we unlocked Back Down South Clothing Co.’s full potential.
Today, they stand not just as a beloved duck-hunting brand but as a strong, scalable business—and a testament to what happens when passion meets strategic execution.
Whether you’re a niche brand looking to expand or an established eCommerce store seeking new ways to grow, the Back Down South Clothing Co. story demonstrates that with the right partnership, clear strategy, and consistent execution, the sky truly is the limit.
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