Case Study: Innovo

RESULTS RESULTS

Relatable brands win hearts—and wallets.

When it came to Outer Shell, the brand had already nailed the hard part: creating the best product on the market. Our job was to connect with their audience in a way that felt authentic. By featuring real users in our ads, we mirrored the target audience’s lifestyle and values, making the brand impossible to ignore.

"Fall Line Digital drove sales growth to the point where we were regularly selling through all our inventory and are now having to invest heavily in ramping up production to keep up with demand!"

- Jim Santos, Outer Shell, co-owner

HOW WE DID IT:

Overview

Outer Shell, a brand specializing in handmade bike bags designed and made in the USA, had built a solid reputation with their bespoke products. Known for their quality and craftsmanship, they had a loyal following fueled by organic content, word-of-mouth marketing, and social media. However, taking their business to the next level seemed like an unattainable challenge. That’s when they turned to Fall Line Digital (FLD) to help expand their reach and acquire new customers beyond their existing audience.

The Challenge

Outer Shell faced two major hurdles:

Breaking Out of Their Bubble: While their organic growth had been impressive, it wasn’t enough to scale their business to new heights. They needed to connect with a broader audience to drive consistent sales growth.
Navigating Paid Ads: Without expertise in the paid ads space, Outer Shell struggled to effectively reach and convert new customers. They needed a trusted partner to guide them through this unfamiliar territory and create campaigns that resonated.

The Solution

FLD partnered closely with Outer Shell to craft a growth strategy that delivered results, fast:

Strategic Growth Marketing: We worked with Outer Shell to determine the right budget for ads and identify the most impactful platforms to target their ideal customers.
Data-Driven Ad Campaigns: Using their existing library of UGC and in-house content, as well as new creative produced with contracted influencers, we developed ads designed to capture attention and convert.
Collaborative Creative Process: By guiding Outer Shell through content creation and partnering with hand-picked content creators, we ensured every piece of media aligned with their brand and resonated with their audience.
Rapid Campaign Launch: FLD launched highly targeted ad campaigns that quickly moved the needle, driving both sales and engagement while maximizing ROAS.

Results

The impact was immediate and transformative:

101% Increase in Sales (Year-Over-Year): FLD helped Outer Shell more than double their sales in the first year.
Consistent 6x ROAS: Campaigns regularly achieved a return on ad spend (ROAS) six times the investment, delivering profitable growth.
Scaling to Meet Demand: Sales growth was so significant that Outer Shell outgrew their current warehouse and had to move into a larger space to keep up with demand.
Positive Cash Flow in Weeks: While the team anticipated initial losses, they were net positive within weeks, defying expectations.