Case Study:
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TBô is a fast-growing men’s fashion e-commerce brand rooted in sustainability and co-creation. By inviting their global community to help design products, they’ve cultivated a loyal following and differentiated themselves in a crowded DTC landscape. But like many apparel brands with lower price points, TBô faced two critical challenges:​
Boosting Repeat Purchases Quickly: With average order values on the lower side, profitability depended on turning first-time customers into loyal ones, fast. They needed customers to return and make a second purchase within 30 days.
Clearing Inventory with Impact: A specific product collection needed to be sold out to free up capital and warehouse space. But traditional campaigns hadn’t moved the needle.
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Partnering with TBô turned these challenges into growth opportunities, using full-funnel lifecycle marketing, bold creative strategy, and a deep understanding of community-driven commerce.
The Challenge
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TBô had strong community engagement and a steady flow of first-time buyers, but retention and inventory turnover were putting pressure on growth. The team needed to answer some critical questions:
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How can we increase repeat purchase rate when our products are low-ticket items?
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What kind of post-purchase journey motivates a second order within 30 days?
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How do we create a high-impact campaign that clears inventory and strengthens brand affinity?
The window to convert new customers into loyal ones was narrow, and the inventory sitting in their warehouse wasn’t going to move itself. TBô needed a strategy that combined creative firepower with lifecycle precision.
Our Approach​
To drive meaningful gains in both retention and revenue, we executed a two-pronged strategy focused on lifecycle marketing and creative storytelling.
To boost repeat purchases and loyalty:
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Segmented and Streamlined: We cleaned and restructured the email list by removing inactive profiles and applying dynamic segmentation rules based on engagement, purchase history, and behavioral triggers, ensuring higher deliverability and relevance.
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Activated the Community Space: We revitalized TBô’s brand community platform by introducing targeted offers and micro-campaigns. These were carefully tested to determine which incentives best encouraged brand loyalty and follow-up purchases.
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Built Multi-Channel Automation: Using various different platforms we deployed synchronized lifecycle flows, complete with aggressive A/B and multivariate testing. Every touchpoint was fine-tuned for conversion, from post-purchase emails to SMS win-backs and even physical postcards.
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Elevated the Brand’s Visual Identity: We refreshed TBô’s visual presentation with a more premium color scheme and updated product photography, helping reposition the brand as both stylish and high-quality, without losing its community-first ethos.
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To sell out the collection:
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Launched a Humor-Driven Hero Campaign: We wrote, shot, and edited a bold, tongue-in-cheek product video designed to resonate with TBô’s playful community culture. The video playfully exaggerated the “must-have” nature of the product drop: fueling shares, reactions, and anticipation across YouTube, email, and social. ​
Results​
The outcomes were clear and measurable:
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180% Increase in repeat purchases.
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Over 250,000 views and a full collection sell-out within a couple months.
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Native community platform activity increase from 0 to 6,000 in 3 months.
Impact​
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Retention engine: Automated flows and segmented campaigns built a repeatable system for driving second purchases at scale.
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Community activation: Turned a dormant platform into a thriving engagement hub with over 6,000 interactions in 3 months. Hub includes rewarding customers from coupons to crypto coins and more.
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Creative leverage: Video-driven campaigns proved that bold, branded storytelling can drive both engagement and conversions.
Delivered​
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Lifecycle marketing services
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Creative input and video production
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Fractional CMO management
Industry​
Ecommerce & Web3
Closing Statement​
​By combining data-driven lifecycle strategy with bold creative execution, we helped TBô turn short-term challenges into long-term growth levers, proving that sustainable e-commerce success starts with retention, community, and storytelling.
The results moved product and also built momentum, deepened brand loyalty, and created systems TBô could scale with confidence.