Garments company Men’s Wearhouse drives about 95 % of its sales from in-person sales– however it’s infamously challenging to track the effect that advertising and marketing has actually carried in-person purchases.

The brand began concentrating on audio advertising and marketing in 2025, hoping the tool might effectively reach its key consumer base of guys that fall in the mid- to upper-income array, but it required a solid dimension partner to confirm it.

Male’s Wearhouse established an audio-only project with its dimension and media firm, Ovative Team, and activated it via The Trade Desk’s Kokai platform.

The core message of the project was that “you can obtain whatever you need at Males’s Wearhouse,” stated Maren Graves, supervisor of video and programmatic media at Ovative. The project highlighted 3 parts of the brand name’s offerings: its “almost everywhere look” for a regular day, fits and wedding apparel.

The campaign ran from March to June of 2025 throughout electronic sound channels, including Spotify, iHeart, Acast and Pandora, and inevitably increased sales by 16 % amongst audiences who were revealed to it.

Beginning fresh

Ovative utilizes its exclusive advertising and marketing knowledge platform, EMRge, to establish a brand name’s target audience and where to reach them. Its measurement tools track and maximize projects based upon past efficiency.

Within EMRge is an advertising mix modeling tool. Male’s Wearhouse made use of the MMM device to track both in-store and online acknowledgment on a weekly basis, stated Shannon Kast, SVP of client services at Ovative, and measures throughout all media kinds that Guys’s Wearhouse promotes on.

The in-store conversions were tracked by LiveRamp, said Graves, which sent out conversion information to TTD using the latter’s CAPI pipelines.

The campaign became part of a larger rebrand of Guy’s Wearhouse as it aims to expand its consumer base and redefine its official, a lot more significant brand name voice.

In springtime of 2024, Men’s Wearhouse completely relaunched the brand. Gone are the days of marketing exclusively formalwear, and the brand name’s acquainted” you’re going to such as the method you look slogan. Though, the company’s About United States page assures that the message still “prove out,” and ensures readers that if they require pants tailored, Men’s Wearhouse will certainly “do it much faster than you can state ‘fashion emergency.’”

The brand presented extra casual clothing and easy going content to its catalogue, hoping to appeal to new consumers.

Guy’s Wearhouse concentrated on getting to 2 main audiences with the project: “Stylish Steve,” or more youthful men that may be less familiar with the brand name, and “Expert Paul,” an older market that currently has an understanding of, and perhaps commitment to, the brand name. (Considering that the project, Guy’s Wearhouse has moved its target market division and no longer marks similarly.)

The main target market for the campaign was the Steves– more youthful guys who are attracted to everyday-wear and eat more sound. They have a tendency to be digital-first consumers, stated Kast, and spend a great deal of time in pc gaming and sound atmospheres.

But there was no difference in the creative made use of to target Steves vs. Pauls, claimed Graves– the difference was simply in regularity and atmosphere. For instance, both demographics index extremely on Spotify and YouTube, but only the more youthful, a lot more contemporary audience was likely to be reached on ESPN.

Ovative targeted the new, younger clients at a greater regularity, said Graves, because the goal was to build brand understanding practically from square one. It likewise targeted those men with a greater number of ads about everyday clothing, instead of formalwear, considering that they’re “more predisposed” to put on that style of clothing, said Kast.

Heard it on the radio

The campaign got to a variety of customers who had actually not gotten Male’s Wearhouse advertisements before. Forty-eight percent of houses reached with the sound project had not been gotten to by any other networks in the past, according to the outcomes of the case study.

Audio can reach consumers paying attention to songs and podcasts at moments when they would certainly be “otherwise not available,” said Taylor Ash, TTD’s general supervisor of supply growth, like walking to the grocery store or cleaning your home.

In terms of who to target, Ovative took first-party data from Guy’s Wearhouse (in addition to information from TTD’s information market) and utilized Kokai’s look-alike modeling and AI devices to create target markets and scale the campaign, claimed Ash.

And, in spite of issues that Kokai lacks openness and issues about its supply high quality, Ovative claims its experience has actually been distinctly favorable. The group draws daily reports to track its spend and ad placements, stated Graves.

Ovative’s group is still “hands on keyboards,” stated Graves, and able to make their own tweaks and optimizations to guarantee that its bucks are going anywhere they will certainly “provide the best influence.”