Overview
HatAttack.com is a contemporary accessories brand celebrated for its timeless yet modern designs, from elegant hats and cozy scarves to stylish bags and seasonal must-haves. Known for exceptional craftsmanship and quality, Hat Attack had built a strong foundation through retail partnerships and boutique collaborations. However, despite its popularity in stores, the brand’s direct-to-consumer (DTC) growth through its own e-commerce platform was not performing to its full potential
The team at Hat Attack identified a critical opportunity: transform their annual Birthday Sale into a powerful digital event that not only boosted sales but also strengthened brand recognition and customer loyalty. By repositioning this event as a strategic growth campaign rather than a one-time promotion, the goal was clear: attract new online shoppers, nurture relationships with returning customers, and build long-term momentum for the DTC channel.
Through a warm, customer-first marketing approach developed and executed by WizMedia Studio, HatAttack.com achieved a record-breaking online sales period, generating over $2.4M in revenue and achieving 5x total ROAS. The campaign’s success was fueled by precise audience segmentation, enhanced creative storytelling, optimized shopping feeds, and a data-driven multi-channel advertising strategy that brought the Hat Attack brand closer to its customers than ever before.
Platforms Leveraged
- Google Ads
- Bing Ads
- YouTube Ads
A multi-platform advertising strategy ensured HatAttack.com reached high-intent shoppers across key digital channels. Google Ads served as the primary performance engine, driving search, shopping, and discovery traffic with strong conversion intent. YouTube Ads supported remarketing by re-engaging past customers through lifestyle-focused video creatives that highlighted new arrivals and exclusive offers. Bing Ads expanded its reach to an additional search audience with strong purchasing power at a lower competitive cost. Together, these platforms provided consistent visibility, diversified traffic sources, and maximized ROAS. The combined approach strengthened brand awareness, increased engagement, and played a major role in achieving record-breaking Birthday Sale revenue.
Technology Leveraged
- Shopify
- Klaviyo
Shopify provided a fast, stable, and mobile-optimized e-commerce foundation that supported high-traffic periods during the Birthday Sale. Its flexible backend allowed seamless product updates, smooth checkout experiences, and easy integration with advertising and tracking tools. Klaviyo powered retention and personalization, delivering targeted email and SMS campaigns based on real-time customer behavior. Automated flows, segmented promotions, and personalized product recommendations helped drive repeat visits and higher engagement throughout the sale. Together, Shopify and Klaviyo created a unified system that improved customer experience, strengthened remarketing performance, and supported the strong revenue results achieved during the campaign.
Challenges
Lack of Direct-to-Consumer Presence
While Hat Attack had a thriving retail business, a majority of customers discovered and purchased its products through third-party retail partners. This limited the brand’s ability to own its customer relationships, gather first-party data, and personalize its marketing efforts. Without a strong DTC foundation, the brand faced challenges in driving consistent online revenue and building an independent sales channel.
Lack of Brand Loyalty
Because many customers associated Hat Attack with the stores where they bought the products, brand loyalty toward Hat Attack itself was relatively weak. The brand needed to shift perception — from being seen as a product found in stores to being recognized as a standalone lifestyle brand that customers could directly engage with. Without this shift, nurturing repeat purchases and community-based loyalty would remain difficult in a crowded accessories market.
Strategies
Targeted Remarketing to Sale Purchasers (YouTube Advertising)
To re-engage customers who had previously purchased during the Birthday Sale but hadn’t returned, we launched targeted YouTube remarketing campaigns. These ads reintroduced the brand with a friendly, lifestyle-driven message showcasing new collections and exclusive Birthday Sale offers.
By using dynamic remarketing and segmented audiences, we ensured each ad reached users with relevant visuals and products. The tone was approachable and aspirational, highlighting Hat Attack as a part of customers’ everyday style rather than just a one-time seasonal purchase. This strategic emotional reconnection increased return visits and encouraged existing customers to shop again directly from HatAttack.com
Enhanced Creative Implementation (Display and Discovery Advertising)
Strong visuals play a defining role in accessory marketing. To make the brand stand out, WizMedia Studio developed high-impact Discovery and Display creatives that focused on lifestyle photography, product details, and seasonal storytelling.
The ads featured Hat Attack’s best-selling pieces, new arrivals, and curated collections designed around specific customer interests such as “everyday chic,” “travel-ready,” and “seasonal comfort.” Each creative was optimized to drive high engagement on both mobile and desktop placements. By analyzing previous campaign data, we identified top-converting styles and showcased them in fresh, visually compelling formats. This not only re-engaged past customers but also attracted new audiences who resonated with the brand’s aesthetic and quality.
Optimized Product Advertising (Performance Max/Shopping Campaigns)
Performance Max and Shopping campaigns were central to improving Hat Attack’s visibility and conversion efficiency. WizMedia Studio refined the entire product feed within Google Merchant Center, optimizing product titles, attributes, and descriptions to align with actual search behavior and keyword intent.
This meticulous product optimization ensured Hat Attack’s listings appeared in front of high-intent shoppers actively searching for terms like “women’s wool hats,” “fashion scarves,” or “luxury tote bags.” The improved feed not only boosted click-through rates but also increased return on ad spend by matching the right products to the right audience segments at the right time.
Diversified Advertising Platforms (Expanding to Microsoft)
While Google Ads formed the core of the advertising strategy, we expanded the campaign ecosystem by introducing Microsoft (Bing) Search and Shopping campaigns. This move allowed Hat Attack to tap into a new audience base of high-intent, often higher-income shoppers who use Bing as their primary search engine.
These campaigns were customized with interest and affinity targeting to attract users who frequently engaged with fashion, accessories, and lifestyle content. The diversification not only increased total reach but also reduced dependency on a single ad platform, ensuring sustainable growth and improved cross-platform brand presence.
Results
- 1. 204% increase in total orders.
- 2. 5x+ total ROAS across campaigns.
- 3. Record-breaking month in online revenue, exceeding $2.4 million.
The Birthday Sale became Hat Attack’s most successful online campaign to date. With consistent audience nurturing and personalized messaging, the brand achieved both immediate sales success and long-term DTC growth momentum. The learnings from this campaign also informed future seasonal and evergreen advertising strategies, setting the tone for a more data-driven and customer-centric marketing roadmap.
Conclusion
The HatAttack.com campaign is a strong example of how strategic digital marketing can transform a traditional retail brand into a thriving direct-to-consumer powerhouse. By combining smart remarketing, creative innovation, and precision data optimization, WizMedia Studio helped Hat Attack redefine how customers engage with the brand online.
What started as a single annual sale evolved into a scalable, high-performing digital ecosystem that continues to strengthen brand loyalty and drive measurable business growth. The campaign’s impact extended far beyond sales, it positioned Hat Attack as a digitally mature, customer-first lifestyle brand ready to compete at the forefront of the fashion accessories industry.
Let’s contact for better result
hello@wizmedia.studio
+94715745581
