IH Gear wanted to do more than maintain their online store. They wanted to grow it. As a family run brand offering officially licensed International Harvester apparel and gear, IH Gear sought to increase revenue and know exactly which campaigns were working. With a goal of boosting sales and connecting with more die hard IH fans, they partnered with Razor Rank to develop a paid social strategy tailored to ecommerce growth. By fixing their tracking, refreshing creative, and optimizing budgets, IH Gear tapped into more online revenue than ever before.
Ecommerce (Apparel & Merchandise)
IH Gear’s product catalog and pixel weren’t correctly matched when they first came to Razor Rank. The team built and launched the initial paid‑social campaigns and quickly fixed catalog‑matching and pixel issues that were hindering performance.
With accurate tracking in place, Razor Rank could see which ads, audiences and products drove purchases and revenue. During the first weeks, underperforming creatives were paused to help stabilize return on ad spend (ROAS) while campaigns exited the learning phase.
Once tracking was reliable, Razor Rank developed new creative concepts and copy tailored to IH Gear’s audience. Seasonal themes showcased tees, hoodies, jackets and accessories that celebrate International Harvester heritage. To avoid creative fatigue, a refresh schedule was set so fresh ads would be ready by mid‑month for the following month’s campaigns.
The team also refined placements (turning off in‑stream, marketplace and notification placements) so spend focused on high‑converting placements. These new creatives helped lift average order value and kept IH fans engaged across the fall and holiday shopping seasons.
Performance was reviewed every two weeks. Metrics such as revenue, ROAS, cost per purchase and average order value were monitored, and budgets were raised when performance warranted. From early September to mid‑November, spend increased by roughly 311%, yet purchases climbed 281% and revenue jumped nearly 990%. This resulted in a weighted ROAS of 7.6, more than double the previous period.
Advantage+ shopping campaigns were added alongside cold‑audience prospecting, and underperforming ads were quickly paused so more budget flowed to winners. By early November, revenue over the prior two weeks was up 92% and purchases up 95%, with cost per purchase down 13% despite a larger spend. This disciplined scaling helped IH Gear capture holiday demand without sacrificing efficiency.
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