Growth had stalled in 2018 for Touch of Modern, a digitally native, direct-to-consumer brand that curates men’s products for more than 16 million professionals who shop on the e-commerce platform. The social media channels deployed to launch the company had reached a point of saturation, and the venture-backed company searched for new channels to maintain momentum.
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After an initial TV campaign showed promise, the company partnered with Marketing Architects®, a Minneapolis-based TV advertising agency, to relaunch and scale its TV advertising. By incorporating both brand and performance marketing tactics, revenue growth accelerated. Touch of Modern’s success story is currently being featured in a new VAB national TV advertising campaign, You Innovate TV Elevates.
Jerry Hum, co-founder and CEO of Touch of Modern, started his career as an architect, then saw the potential for moving from designing skyscrapers to creating a digitally native business focused on men’s shopping needs. With his co-founders, he grew Touch of Modern to more than $100 million in revenue. In the VAB commercial shot at Touch of Modern’s headquarters in San Francisco, Hum describes how advertising on TV went from an experiment to the brand’s primary marketing channel, supported with a $15 million investment.
“TV is now the biggest portion of our marketing spend,” Hum says in VAB’s commercial. “If I were advising another company, I would tell them to test TV. But as a competitor I would tell them not to.”
VAB Executive Vice President Danielle DeLauro stated, “The most authentic voices for this campaign were the founders whose companies were truly transformed by the power of television advertising.”
Marketing Architects remains the TV agency for the company, handling campaign strategy, creative development and production, media placement and optimization, and performance attribution. “Touch of Modern’s success reflects our own core beliefs as a business,” said Chuck Hengel, CEO of Marketing Architects. “We look at TV to not only reach short-term marketing objectives, but more importantly to build powerful brands that help companies reach major milestones.”
About Marketing Architects
Marketing Architects is an advertising agency with a 22-year history of helping companies reach major milestones. By investing our own capital into each TV campaign, we disrupt the high costs and low accountability of traditional agencies to move performance brands forward and company growth upward. For more information, visit www.MarketingArchitects.com.
About Touch of Modern
Touch of Modern is the leading e-commerce app for men to discover cutting edge products. Catering to male millennial tastemakers, Touch of Modern focuses on offering unique and new-to-market products not easily found at traditional retailers, with more than 250+ new items added daily. Touch of Modern was named one of the 500 fastest-growing private companies in America by the Inc. 5000 for two consecutive years, and its founders were awarded the “Forbes 30 Under 30” in 2016. Founded in 2012 and headquartered in San Francisco, the company has over 17 million users. For more information, visit www.touchofmodern.com.
VAB is an insights-driven, research and marketing company dedicated to helping brand leaders make fully informed media decisions that maximize returns, solve business challenges and drive overall growth. VAB’s industry-defining research and analysis, all developed through a marketer’s lens, unravels the complexity of today’s evolving media landscape.