Case Study: Gilbert Hall – Expanding Reach for an HBCU Clothing Line

Project Overview
Gilbert Hall, an HBCU-focused clothing line, wanted to bring its line of sweaters to a wider audience through online sales. Previously limited to in-person sales, the brand faced the challenge of scaling up to reach HBCU students and alumni digitally. My goal was to create a paid advertising campaign that would drive online purchases while keeping acquisition costs low.

Strategy & Execution

1. Paid Advertising for Online Sales
   To help Gilbert Hall transition to online sales, I developed a paid ad strategy focused on brand awareness and conversion. We launched ads on platforms popular with HBCU students and alumni, spotlighting the unique appeal of the sweaters and their connection to the HBCU experience.

2. Creative Content: Video Slideshow Ads
   We found that video ads with longer watch times converted more effectively, likely due to their ability to showcase the sweaters’ design and quality in a compelling way. Using a slideshow format, we highlighted key features, styling options, and colors, ensuring viewers could see the product from multiple angles. These videos encouraged engagement and resonated well with the target audience.

3. Targeted Demographics
   We targeted individuals affiliated with HBCUs, as well as those interested in HBCU culture, ensuring the ads reached people most likely to connect with the brand’s mission and style. This focus helped optimize ad spend by directing it toward high-potential audiences.

Objectives & Key Metrics
• Cost per Purchase: Keeping acquisition costs low was essential, as the brand aimed to generate a strong ROI from the start.
• Average Video Watch Time: Video watch time emerged as a key indicator of engagement and predictor of conversion, as viewers who watched longer were more likely to purchase.
• Average Order Value (AOV): The campaign launched with an average order value of $40, providing a solid foundation for profitability.

Results
• Cost Efficiency: The cost per purchase was notably low, allowing Gilbert Hall to expand its customer base at minimal expense.
• Engagement and Conversions: Videos with high watch times led to higher conversions, demonstrating the impact of targeted, visually engaging content.
• Revenue: With a $40 average order value, the campaign provided Gilbert Hall with a profitable entry into online sales, validating the transition from in-person to digital channels.