How Midnight Hour Scaled Revenue 355% and Built a Thriving DTC Business with ATTN
Year Over Year Increase in ROAS
Year Over Year Decrease in CPM
Increase in Overall Purchases
overview
Building a DTC Business from the Ground Up
Midnight Hour is a fast-growing clothing company catering to the goth and alternative market. Designed in Los Angeles, the line offers men’s, women’s, and accessories, as well as inclusive sizing and an officially licensed collaboration with Joy Division. Husband-and-wife founders Akiko and Danny launched Midnight Hour in 2014 as a wholesale business, but in 2022, they wanted to expand into direct-to-consumer (DTC) sales. Here’s how ATTN architected the brand’s social media strategy and helped grow it into a multi-million-dollar online business in less than two years.
The challenge
Navigate New Territory in Inventory Management and Messaging
Because Midnight Hour was new to DTC, ATTN first needed to understand the brand’s audience and determine what ad creative and messaging they most responded to. New customer acquisition was essential, but the team also had to create ads that would keep existing customers coming back. As their tactics took hold, the rapid growth — sometimes 200 to 300% over the course of two to three weeks — lead to another unexpected challenge: sold-out products.
The solution
Diversify Campaign Types and Highlight New Product Launches
As Midnight Hour worked to scale up inventory on top products to support the influx of new customers, ATTN found new creative approaches and messaging strategies to steer audiences toward available items. The team built out and tested a variety of catalog ads and Advantage+ shopping campaigns, bringing in a range of collections and product sets. They also put an in-stock filter on the catalog ads to manage inventory challenges effectively.
They were vigilant about identifying and leaning into the top-performing ads, and leveraged ATTN’s nimble in-house creative team to respond quickly to feedback and continuously turn around fresh content.
Midnight Hour provided a steady stream of new product launches, creating excitement for prospects and giving existing customers reasons to return. Using the insights gained from testing, ATTN amplified these launches to full effect, generating explosive moments of growth.
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The results
Supercharged Scale and Profitability
ATTN’s approach is both performance- and growth-oriented, and with the team’s willingness to test and iterate, they more than quadrupled Midnight Hour’s sales over the course of the year.
Between Q3 2022 and Q3 2023, they increased ROAS by 107% while decreasing CPM by 19%, setting the business up for continued success.
Since ATTN took over the brand’s Meta strategy in August 2022, the partnership has also expanded to include Google advertising, email management, and creative services.
The impressive wins are the result of ongoing collaboration: ATTN has built out a strategy that fits Midnight Hour’s unique needs and benefits the company in the most holistic way possible. Midnight Hour, for its part, has supported these efforts with a strong product, good customer service, consistent launches, and the continued resources needed to build its brand.
Through an amazing creative department and continued collaboration, we surpassed all expectations for this client and took them to new heights. Literally from zero to hero.
services we offer
Performance Marketing Services
real brands, real results
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