Cigarette Racing
After launching a collection of branded clothing and accessories, Cigarette Racing came to Lineout to shape a marketing strategy shoring up its position as an iconic American luxury lifestyle brand. Lineout developed Facebook ads, built and optimized a digital product catalog, and leveraged celebrity influencer partnerships with Dana White and others. As a result, Lineout fueled significant increases in store sessions, orders, and ROAS.
- 616%Increase in store sessions
- 225%Orders increased
- 518%ROAS for paid social media
Client Overview
Cigarette Racing is a legendary American luxury powerboat manufacturer known around the world for their boats’ elongated proportions and wave-skipping speed — a brand synonymous with beauty, speed and lavish living. After the company and its naming rights were sold in 2021, Cigarette Racing expanded beyond powerboats into branded apparel and accessories.
Services Provided
Facebook & Instagram Ads Management
Conversion Rate Optimization
The Challenge
Cigarette Racing needed to strengthen its positioning as a modern lifestyle brand rooted in heritage and American culture. The business challenge was to elevate e-commerce sales, attracting an affluent audience who appreciates luxury, speed, and high-octane living. Without established customer profiles, target audiences, or active paid social media and influencer partnerships, Cigarette Racing was significantly underpowered.
Strategy & Execution
Lineout started by analyzing case studies of automotive and racing companies that had leveraged brand equity to launch upscale apparel collections, then explored potential customer profiles and target audiences. We quickly began A/B testing different variations of audiences, demographics, creative, and geographies — both domestically and internationally. The insights from three months of testing allowed Lineout to isolate high-value audiences and optimal media channels. This informed the activation of paid social media and influencer partnerships, along with conversion rate optimization efforts to maximize performance as traffic scaled.
Tactics
Develop Facebook ads strategies
Build and optimize digital product catalog
Partner with creative agency, sharing feedback and performance insights
Leverage celebrity influencer partnerships with Scott Disick, Dana White and others to promote brand awareness
The Approach
We started by analyzing case studies of automotive and racing companies that had leveraged brand equity to launch upscale apparel collections. Next, our research explored potential customer profiles and target audiences. To validate our hypotheses, we quickly began A/B testing different variations of audiences, demographics, creative and geographies — both domestically and internationally.
The insights we gleaned from three months of testing allowed us to isolate high-value audiences as well as the optimal media channels to reach them. It also yielded actionable recommendations for creative development, which we synthesized into detailed creative and campaign briefs.
Results
After the first year partnering with Cigarette Racing, Lineout’s media strategies contributed to a 173% increase in gross merchandise sales. Activating paid social media and influencer partnerships attracted new visitors to the e-commerce site — a 616% jump in store sessions. These visitors weren’t just browsing — they converted, on average, 4% more frequently than before and orders were up 225% to benchmark. Notably, these results were achieved with improved efficiency of the media budget.
- 616%Increase in store sessions
- 225%Orders increased
- 518%ROAS for paid social media
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