Bad Shirt Club Meta Ads, SEO, Shopping and email
Fashion e-commerceStarted November 2023
Full-funnel marketing for a fashion brand raising awareness of mental health: 1,700+ Meta Ads purchases, £55,000 in Google Shopping sales and £10,000+ from email.
- Client
- Bad Shirt Club
- Sector
- Fashion e-commerce
- Timeline
- Started November 2023
- Pillars
Pillars: Attract and Nurture
- Services
Results
- 1,700+Meta Ads purchases
- 190,000+Clicks from search
- £10,000+Revenue from email
The brief.
When fashion meets purpose, marketing needs to do more than just sell; it needs to spark conversations, build communities, and drive measurable impact. That was the challenge presented by Bad Shirt Club (opens in a new tab), a bold, unapologetic fashion brand using shit shirts (opens in a new tab) and chaotic colours to raise awareness for mental health.
Known for turning heads and starting important conversations, Bad Shirt Club needed a digital marketing strategy that would be just as bold as their mission. They partnered with us to develop a full-funnel ecommerce advertising strategy designed to drive sales, build brand equity, and scale sustainably across Meta Ads, SEO, Google Shopping, and Email Marketing.
With a goal to grow revenue while staying true to their values, Bad Shirt Club required a multi-channel approach that could generate results without compromising on authenticity. Our solution? A powerful blend of high-converting Meta campaigns, performance-driven SEO, ROI-focused Google Shopping, and automated email journeys, all tailored to the unique energy and ethos of the brand.
This is a fashion digital marketing success story that proves doing good and doing well can go hand in hand. Here’s how we helped turn scrolls into sales and clicks into conversations.
What we set out to do
- Supercharge Meta Ads performance: Elevate ROAS by crafting highly targeted campaigns that convert scroll-stoppers into shoppers.
- Dominate Search visibility: Implement an SEO strategy to capture high-intent fashion queries and build long-term organic traffic.
- Maximise Google Shopping ROI: Optimise product feeds, bidding strategies, and audience segments to drive affordable, high-volume sales.
- Cultivate customer loyalty via email: Design and deploy automated customer journey sequences to increase repeat purchases and average order value.
- Unify messaging across channels: Ensure consistent brand voice and creative assets from Meta Ads through to email, reinforcing the Bad Shirt Club ethos.
What changed
- Meta Ads success: Delivered over 1,700 purchases and generated £25,000+ in revenue through precision targeting and A/B-tested creatives.
- SEO impact: Achieved 190,000 clicks and 2.6 million impressions, securing top-3 rankings for key fashion digital marketing queries.
- Email revenue: Generated £10,000+ from welcome, cart-abandonment, and post-purchase email sequences that guided customers through the journey.
- Shopping Ads performance: Drove £55,000 in sales on Google Shopping with continuously optimised product feed and dynamic remarketing.
- Cross-channel cohesion: Maintained a unified brand narrative across paid, organic, and email channels, boosting overall engagement by 35%.
How we
did it.
7 steps, from the first conversation to the results.
-
Audience-centric discovery and positioning
We began by aligning Bad Shirt Club’s unique brand purpose, sparking mental health conversations through fashion, with the motivations of its core audience segments, including festival goers, expressive dressers, and socially conscious shoppers. This strategic foundation guided every creative, targeting, and messaging decision across channels.
-
Creative-led Meta Ads campaigns
We crafted a scroll-stopping Meta Ads strategy designed to match the boldness of the brand. Using a combination of lifestyle imagery, disruptive short-form videos, user-generated content (UGC) and seasonally relevant messaging, we built upper-funnel awareness and lower-funnel conversion campaigns. Ad sets were structured to capture new audiences, retarget website visitors, and re-engage existing customers using dynamic product ads.
-
Performance-driven SEO
We implemented a long-term SEO strategy focused on capturing demand for expressive fashion and socially driven ecommerce. We optimised category, product, and blog pages around high-converting keywords tied to “bad shirts (opens in a new tab)” and mental health apparel. Strategic internal linking, schema markup, and evergreen content helped amplify visibility across search engines.
-
Conversion-focused Google Shopping strategy
Our team optimised Bad Shirt Club’s Google Shopping feed to enhance product visibility and click-through rates. This included refining product titles and descriptions, implementing custom labels for promotional campaigns, and leveraging Smart Bidding strategies to maximise return on ad spend. High-intent audiences were nurtured through dynamic remarketing ads that showcased previously viewed or complementary products.
-
Lifecycle email automation
Email marketing was architected to guide customers through every stage of the buyer journey, from awareness to advocacy. We developed automated flows including welcome, cart abandonment, post-purchase, and re-engagement sequences. Personalisation and product recommendations were infused throughout to maximise lifetime value, while reinforcing the brand’s mission of “wearing bad to do good.”
-
Omnichannel retargeting and brand consistency
We built a cross-channel remarketing framework that followed users across Meta, Google Display, and email, ensuring message consistency and reinforcing brand recall. Remarketing ads aligned with user behaviour and previous product views, helping convert interest into action and deepen brand affinity.
-
Continuous data-led optimisation
No campaign was left on autopilot. We continuously analysed data across all platforms to optimise creative, bidding strategies, email flows, and content performance. Using real-time insights, we scaled what worked and refined what didn’t, keeping ROAS high and CAC low.
See it live at badshirt.club.
Visit the website (opens in a new tab)More case studies.
See all 28 projects-
-
£6.90cost per conversion
British Bespoke Auctions: Seller lead generation and HubSpot
Auction house
Pillars: Attract and Nurture
-
Want results
like these?
Your 30 minute strategy call.
Talk through your campaigns, website and sales process. We will point you to the projects closest to your business and the first step that would make the biggest difference.
- Share where you are.What you spend, what it produces and where enquiries stall.
- See the closest examples.The projects most like yours and what made them work.
- Choose your first move.A practical priority for your next 90 days.
Choose an available time and leave your details. Your invitation arrives by email. No preparation needed beyond a short outline of your business.
Loading available meeting times…
Choose an available time in the calendar. Your invitation arrives by email.
Calendar provided by HubSpot. Manage booking tools in Cookie settings.
Open scheduler in a new tab