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.
- +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