Mack Weldon is a modern menswear brand reinventing staple pieces through premium fabrics, smart designs, and a simplified omnichannel shopping experience across eCom and retail.
The global shift to dependence on eCommerce, driven by the pandemic, recently accelerated the company’s annual revenue and growth plan. We sat down with Founder & CEO Brian Berger to unpack the brand’s strategic marketing growth leveraging Disco, covering:
- Two key factors that persuaded the Mack Weldon team to trial Disco
- The struggle of omnichannel marketing without defaulting to Facebook or Google
- Three growth points driven by Disco, from cheaper CACs to intelligent recommendations
“It’s a win for both our team and our customers. Disco grants Mack Weldon exposure while introducing our users to opportunities with like-minded brands.”
Field Guide: Omnichannel Growth Tests
Before Disco, the Mack Weldon team orchestrated a deep dive into omnichannel digital growth strategies. This was mainly an attempt at shifting reliance away from paid ad monoliths, i.e., Facebook and Google, that were no longer worth the price point.
Brian breaks down this multi-pronged channel approach, as well as its potential shortcomings.
1. Affiliate Marketing
As enablement tech advances and publisher tolerance for ads increases, affiliate channels have boded well for Mack Weldon.
However, Brian anticipates an eventual dip in success, mainly due to consumers’ heightening awareness of paid (and thus potentially disingenuous) content.
2. Influencer Marketing
Original content — ranging from funny 10-second videos to micro-influencers staging product photoshoots — can open up direct revenue streams by leveraging creative formats that resonate across apps, from legacy platforms like Facebook to newer hubs for virality like TikTok.
3. Algorithmic Platforming
However, like most algorithm-driven marketing platforms, both organic and influencer content are left to the whims of a piece of software, not the actual end viewer.
In Mack Weldon’s case, the algorithm will dictate their product assortment, often highlighting their underwear lines while neglecting their higher-value lifestyle SKUs.
“It’s been a challenge to find the right channels to support our evolution from a basics brand to a full wardrobing solution.”
Onboarding: Disco’s Low-Risk Commitment
While on the hunt for untapped growth channels, Brian came across Disco — and was quickly drawn in by its positioning as a brand discovery network with instant returns.
He sought out other brand leaders already on the platform to gauge opinions on ROI, the integration process, and any other potential drawbacks. In doing so, he realized:
- Financial and technical integration presented a low-risk commitment.
- Many Disco brands shared similar missions (and likely audiences) with Mack Weldon.
Overall, Brian calls Disco a no-brainer for three reasons:
- Disco empowers independent brands to stop relying on big tech for acquisitions.
- Mack Weldon users also derive the benefit of discovering similar, high-quality brands.
- The platform requires little-to-no implementation effort yet provides ample rewards.
“Rather than being forced to go through the Google or Facebook toll booth, Disco is ecosystem-driven, serving every single brand in the network at once.”