Campaign
SOCIAL CONTENT
RETENTION
New Era Cap, founded in 1920, is the global leader in sports headwear and creator of the iconic 59FIFTY. New Era is the only brand with exclusive HEADWEAR RIGHTS TO MLB, NFL, NBA, AND NHL.
5x
ROAS
5000%
GROWTH
200K
CUSTOMERS
OVERVIEW
CAMPAIGN
New Era wants to curate worlds for their product drops. DWNTWN was responsible for creative ideation, strategy, and direction along with production. Because of the speed and frequency of NE’s productions we found ourselves eventually acting as both the creative and production arm for the brand. This ensured that we were able to quickly adapt and handle anything thrown at us without having to sacrifice the more nuanced aspects of the tone/brand.
PRODUCTION PIPELINE
As New Era’s needs have continued to evolve, DWNTWN has been a trusted creative partner. Part of that has been to help them scale not only the creative, but develop, scale, and manage the logistics of going from roughly a few dozen product drops in 2020 to roughly 300 drops in 2024. We took a smaller role in campaign production to manage this process. DWNTWN manages and oversees dozens of creatives across various disciplines to ensure the best possible product without sacrificing quality. We now handle creative and shoot the majority of “product only” campaigns. We also retouch the overwhelming majority of images for neweracap.com (including the campaigns that we dont produce.)
ADVERTISING
We positioned the brand in a way that reflected the clients vision, but also differentiated its products in the beauty space. We produced high level content, paired it with a cohesive social strategy, and scaled with effective digital advertising. Analyzed competitors pricing model, content and ad strategy. Researched trends and seasonality of the product in order to better discern Peta Jane Beauty’s positioning to stand out in the competitive beauty market. Compiled extensive research to understand consumer sentiment.
