Towards the end of 2021, YouTuber BeYouNick entered the fashion world with Krá. The street-style clothing brand caters to enthusiasts of emerging subcultures like gaming, hip-hop, street football and graffiti. As a young brand on a mission to make its mark in the world, Krá wanted to scale up. It aimed to see growth in revenue by increasing its sales volumes and repeat orders. Blackcoffee.media’s expertise in scaling D2C brands towards profitability made it a perfect fit for Krá.

Blackcoffee.media facilitates phenomenal growth for Krá 

Krá achieved 9x growth in revenue in a year starting February 2022. It saw a month-on-month increase in the ROAS and brought down its acquisition cost exponentially.

Krá wins over consumers with strategic communication

Aiming for an ambitious expansion, Krá had a distinct challenge to overcome. It had to go beyond the niche street-style clothing shoppers in metro cities to create a diverse consumer base. And, while BeYouNick’s influence was powerful, the brand had to expand beyond his fanbase.

To facilitate Krá in achieving its goals, Blackcoffee.media crafted a strategy combining the right creative messaging, influence and relentless optimisation. The messaging focussed on showcasing how the brand fits into the everyday lives of its target consumers. Further, on-time optimisation of campaign spends and robust audience targeting helped reduce costs while driving sales for the brand.

Leveraging BeYouNick’s influence to build the brand ground up

BeYouNick’s disdain for fast fashion became a huge plus for a sustainable fashion-focused Krá. As a Creative Chief for the brand, he helped elevate the brand’s philosophy of ‘celebrating the streets’. The YouTuber’s credibility and influence facilitated growth for Krá, especially in the initial phases. Blackcoffee.media strategised to amplify the brand message with a strong presence of BeYouNick in the creative messaging of the campaign.

Optimising creatives & communication for maximum impact

Blackcoffee.media ran several campaigns to A/B test the communication, zeroing in on top-performing strategies. Best-performing assets were scaled up accordingly. After identifying geographies where the brand was making fewer sales and experiencing a higher return rate for the goods, the agency created an exclusion list to reduce wastage. With this strategy, Krá ensured high returns for every rupee spent. 

Create a buzz with hero products & seasonal offers

With a data-backed approach, Blackcoffee.media helped Krá identify hero product sets that would drive maximum revenue. Seasonal sales and offers were run strategically across the site and in partnership with e-commerce platforms. The strategy helped the brand reward its existing community and reach newer customers.

To build your brand with Blackcoffee.media, contact us today.

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