Scouse streetwear brand makes noise stateside
Streetwear to Dancefloor
Founded in 2010 by graphic designer and electronic music enthusiast Russell Reid, Wasted Heroes is an independent streetwear brand that’s been championed by legendary and new-school DJs alike—from Carl Cox to Eats Everything.
Breaking The States
With high quality garments that tap into a global musical culture, Wasted Heroes wanted to widen its customer base and bring its brand to the international market, with a particular focus on the US.
Playing To The Crowd
When we originally started to work with Wasted Heroes we implemented the Facebook pixel—a small piece of code easily embedded on web pages that provides detailed insights on audiences and conversions. This pixel gave the company a wealth of data to help it target the right people, including those who had already visited the site and browsed its products, so that we could start to optimise our campaigns.
We then started to use lookalike audiences, tweaked specifically to reach people in the US. International Lookalike Audiences are formed by pinpointing similarities in the core audience and reaching new people with identical traits. We also made a conscious decision to focus on Instagram—a platform that perfectly aligns with the young, tech-savvy audience that Wasted Heroes appeals to—the company was also able to attract new customers and boost its profile in the right place.
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