Bringing an Iconic Brand’s Online Venture Up to Speed
Cigarette Racing is an iconic 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. Founded in Miami by boat designer and champion racer Donald Aronow, the brand has a reputation for producing some of the most technologically advanced powerboats on the market. Cigarette Racing is a cultural touchstone for many Americans thanks to television’s “Miami Vice” and high-profile powerboat enthusiasts like George Bush Sr. and the Sultan of Brunei. After the company and its naming rights were sold in 2021, Cigarette Racing launched a collection of branded clothing and accessories, shoring up its position as an iconic American luxury lifestyle brand.
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Services
Provided
Facebook & Instagram Ads Management
Conversion Rate Optimization
The
Objective
Acquire new customers and stimulate e-commerce demand for Cigarette Racing brand products.
The
Challenge
Elevate e-commerce sales performance
Establish a modern, lifestyle brand rooted in Cigarette Racing’s heritage and cultural prominence
Attract an affluent audience who appreciates luxury, speed, and high-octane living
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.
The
Result
After our 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, we 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. The outcome? Compared to the client’s prior benchmark, orders increased by 225%. Impressively, these results were achieved with improved efficiency of the media budget. The average ROAS for paid social media increased by 518%.
- 616%Jump in store sessions
- 225%Orders increased
- 518%ROAS for paid social media