Nasty Pig

The Challenge

Founded in 1994, Nasty Pig is a New York City-born gay apparel brand that has become a cultural institution within the LGBTQ+ community. Operating as a 100% online direct-to-consumer brand, they needed a partner who understood both their audience and the nuances of performance marketing in a niche space.

Despite strong brand recognition, their digital presence was not converting at the level their reputation deserved. Website conversion sat at 1%. Paid media underperformed. Email marketing was largely untapped. The gap between brand equity and revenue was wide, and they needed a team that could close it without sanitizing what makes Nasty Pig distinct.

The work required a comprehensive digital overhaul: one that respected the brand's unapologetic identity while modernizing how they acquired and retained customers.

The Strategy

We built a full-funnel approach that paired on-brand creative with rigorous performance optimization. Three pillars drove the work: rebuild the website for conversion, launch a data-driven paid media program, and create a retention engine through email and SMS.

Each pillar reinforced the others. Stronger site performance made paid traffic more efficient. A growing email list reduced dependence on paid acquisition over time. The creative across all channels spoke the same language, which kept the brand consistent without requiring a style guide enforcement team.

What We Built

• Redesigned the e-commerce experience with streamlined product pages, improved navigation, and mobile-first checkout optimization
• Launched segmented Meta and Google ad campaigns targeting lookalike audiences built from high-LTV customer data
• Built an email program from near-zero to 20,000 subscribers with automated flows for welcome sequences, browse abandonment, and post-purchase
• Developed a content calendar that balanced brand storytelling with conversion-driven promotions

The Results

Website conversion rate climbed from 1% to 2.5%. Paid media delivered a 7.85x return on ad spend. Average order value increased 30%. The email list reached 20,000 subscribers within the first year, a durable owned-media channel that reduced reliance on paid acquisition with every passing month.

The numbers show what performance discipline does for a brand that already had something worth saying.