DAVID ALAN CLOTHING

The ASK

The David Alan Clothing team to had to pause their custom clothing manufacturing business when the COVID-19 shutdowns took place, leaving their leadership faced with coming up with a plan to adjust their business model for the time being until things go back to normal. The decision was made to shift all of their apparel manufacturing over to creating 3-layer, CDC approved face masks for immediate release to the public, and make hefty inventory donations to first responders. DBM was asked to build a website, a digital marketing strategy, creative content, and business automation for direct to consumer sales and shipping logistics. 

Oh, did we mention we only had 24 hours to do all of that, on a Friday afternoon, to launch by Saturday afternoon?

What We Did

We consumed roughly 6 energy drinks each, and dove right into coming up with a creative campaign that was intended to help unify people in the face of this unknown situation and adversity. With the creative in place, we then built a full eCommerce website with 11 SKUs, with a back-end that interfaced with a series of external business automation tools & shipping/logistics third parties to ensure a seamless business operation. In tandem, we developed the digital targeting strategy for getting this in front of as many Americans as possible, again with the goal of inspiring unity and hope, by purchasing these masks that had a unifying message on them.

In addition to those digital deliverables and business operations set-up, we also engaged our influencer network of celebrity contacts and pro athletes to get them onboard for being part of the unifying message, and promoting the shift in the brand to creating these masks for the greater good.

After 24 straight hours, the site was live, the orders were flowing in non-stop from our digital targeting campaign, the outpouring of positive comments and thankful messages about what we were doing was abundant and inspiring. It was one of those projects that reminds us as marketers that there is a beautiful aspect to what we do, and being able to help unify people, protect people, and use our abilities for more than just business ROI.

We hope this never happens again. But we learned a lot about ourselves and our capabilities as a small shop that is nimble and quick thinking enough to do all of that work in 24 hours.

The Results