Case study
Adam's Nest
We built a website, ads and an email program that keep summer visitors connected all year, with the brand's activist voice left sharp.
- Client
- Adam's Nest
- Services
- Visual Identity, Paid Social, Email and SMS, Website Build
- Audience
- Established
- Timeline
- 2020 to present
What happened
+40%
Online Sales
+70%
Foot Traffic
+60%
YOY Sales
5k
New Subscribers
The Challenge
Adam's Nest is a politically engaged LGBTQIA+ apparel brand based in Provincetown, MA. Their designs blend activism with style, and their physical store draws a loyal crowd during peak season. But nothing about the business was built for year-round growth.
Provincetown's seasonal tourism cycle meant reliable summer foot traffic and an unpredictable off-season. Online sales were inconsistent. There was no cohesive digital strategy connecting the in-store experience to an audience that existed well beyond the town's borders. Fans who visited in July had no path to stay connected in November.
The challenge was structural: build a digital engine that could turn seasonal visitors into year-round customers.
The Strategy
We designed an omnichannel approach that treated in-store foot traffic as the top of a digital funnel, not the end of the customer journey. Every in-store interaction became an opportunity to capture a contact and convert a one-time visitor into a repeat buyer online.
The activist voice that defines Adam's Nest stayed sharp instead of getting softened for a broader audience.
What We Built
- Redesigned the e-commerce site to convert visitors from paid and organic channels, with a catalog organized around the brand's political and cultural identity
- Launched targeted Meta and Google campaigns aimed at LGBTQ+ audiences across the country, not just Provincetown visitors
- Built an email and SMS program specifically designed to capture in-store visitors at point of sale and convert them to online customers
- Developed a content strategy that amplified the brand's activist voice across social channels, generating organic reach and press pickup
The Results
Online sales increased 40%. Foot traffic to the physical store grew 70%. Year-over-year sales climbed 60%. The email and SMS list added 5,000 new subscribers, giving Adam's Nest a direct line to customers that functions regardless of what month it is or whether anyone is visiting the Cape.
Adam's Nest is no longer limited to a summer season.
In their words
“They turned our seasonal business into a year-round revenue engine.”
What we did
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