Ken Block Search Campaign for SAXX

SAXX Underwear Co

In May 2015, SAXX Underwear launched a campaign with rally car driver and X Games celebrity Ken Block. The goal was 2-fold: Increase SAXX brand awareness among X Games demographic; and sell through new underwear created for campaign.

Coordinating with the SAXX marketing team and Ken Block’s management, Lab6 Media launched a video campaigns on Facebook and YouTube focused on a target audience consisting of Ken Block super fans and the X Games demographic. From our research that we completed for the project we also targeted music festival fans like Coachella, Burning Man, etc.

Results:

  • +100k views of video ad units
  • Sell out of initial 1st of run underwear sku in one month
  • 9x sales boost site wide over initial projections

Case Study - Ken Block Search Campaign for SAXX
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