American Giant

Since 2011, American Giant has been making quality clothing right in the U.S. by making clothes with care, using the best materials, and supporting economic growth in American towns and communities. But by 2024, the retailer was faced with increasing competition, and it needed to refresh its media playbook to find and engage new audiences.

Together with ARM, American Giant looked to solidify its leadership in digital and audio by integrating high-impact host reads, data-driven programmatic, resonant creative, and AI, to drive new customer acquisition, more efficiency, and increased conversions and revenue – leading to the brand’s strongest performance to date.

We helped American Giant identify and engage new, high-performing audio-first audiences by significantly expanding the volume, efficiency and effectiveness of its digital and audio campaigns. ARM’s strategy spanned radio and streaming channels including Spotify, iHeartMedia, YouTube, Pandora, SiriusXM and more, as well as news, sports, politics, tech and talk podcasts that have a high propensity for influential host endorsements. 

By doubling down on programmatic audio, we took full advantage of available ad inventory, while leveraging historical affinity groups, including urban professionals, quality-conscious shoppers and those looking to invest in durable, well-made clothing. Then we localized messaging to tap into regional preferences. Target audience demos and AI also played a pivotal role in investing in emerging audiences. By aligning ads with relevant media environments and topics, our campaign enhanced engagement and increased the likelihood of conversions.

We solidified American Giant’s category leadership and commitment to quality craftsmanship. ARM’s strategy led to measurable and cost-effective outcomes across multiple dimensions, delivering record order volume, scalable efficiency, and growth – with podcasts driving a 192% and programmatic driving 23% revenue increases compared to the prior quarter.

Overall, the brand achieved low cost per order (CPO), high order volume and exceeded return on ad spend (ROAS) goals, driving real customer action, not just impressions. These outcomes highlighted the ongoing power of placing ads within contextually relevant environments to capture user attention and drive action.

“We’ve seen a strong year-over-year increase in audio attribution in our ‘How did you hear about us?’ surveys, along with measurable lift across key digital channels like paid search and social,” said Darcy Pollock, Senior Director of Customer Acquisition and Retention at American Giant. “This performance boost is directly tied to the brand awareness and exposure generated through ARM’s programmatic audio efforts.”