Boosting holiday sales for Freeman Seattle
For nearly a decade, Freeman Seattle’s brick-and-mortar location had cultivated a loyal following with its welcoming atmosphere and carefully crafted rainwear. However, the brand’s online presence had not yet captured the same magic.
Role
Consultant: Campaign strategy, copywriting, and creative direction for digital advertising and email.
Client
Freeman Seattle, a menswear company specializing in locally made raincoats and apparel.
Duration
Two months from first engagement to final delivery.
Overview
Challenge
Elevating a local brand online
With the launch of a limited-edition collaboration with Filson, Freeman had a unique opportunity to amplify its reach and boost online sales through digital advertising. The challenge was to translate Freeman’s in-store charm into an engaging online experience that would resonate with new audiences.
Solution
Telling the story, one detail at a time
The story behind the brand and the details of each carefully crafted item are what boost in-person sales and drive repeat customers. I partnered with strategist Chelsea Webber of Curiosity Wins to develop a campaign strategy focused on targeted audiences to recreate the boutique experience online.
Outcome
Making it rain
The campaign drove significant results, cementing Freeman’s presence as a go-to menswear brand for quality and style:
25% year-over-year sales increase during the holiday season.
Sold out of many top-tier items.
Increased web traffic and engagement from ready-to-buy audiences.
Let’s get into it
Audience
Stylish men (and gift-givers) who value quality
The campaign targeted men in their 30s and 40s who appreciate the craftsmanship and story behind handmade clothing. We also reached women buying gifts for men, focusing on the Pacific Northwest region, plus key markets in Los Angeles and New York City. These audiences value thoughtful design, authenticity, and timeless style.
Ideation
Crafting a campaign that reflects Freeman’s ethos
Messaging pillars: Focused on quality, craftsmanship, and the rugged yet refined PNW aesthetic.
Visual storytelling: Captured the details and spirit of Freeman’s garments, combining product imagery with lifestyle shots that conveyed authenticity and style.
Dynamic creative: Tailored ads to highlight different aspects of Freeman goods, from the Filson Collaboration to curated holiday gifting ideas.
Content development
Share Freeman’s story: Highlight the brand’s Seattle roots and its expertise in creating rainwear tailored to the Pacific Northwest lifestyle.
Emphasize craftsmanship: Showcase the attention to detail and unique design aesthetic that make each Freeman garment exceptional.
Inspire style: Suggest ensembles and pairings, showing shoppers how to achieve the perfect look with Freeman pieces.
Communications strategy
Leveraging Freeman’s limited-edition Filson collaboration and Fall Collection. Deliverables included:
Holiday campaign ads: Engaging imagery and copy to promote the Fall Collection, Filson Collaboration, and Freeman products as holiday gifts.
Black Friday-specific promos: Dynamic creative ads tailored for peak holiday shopping.
Newsletter: Email content to drive traffic and encourage conversions.
Final recommendation
Freeman’s campaign struck a balance between sales-driven content and brand storytelling, engaging both loyal customers and new audiences. The strategy emphasized the ‘special’ in every Freeman piece, inviting buyers to invest in quality over quantity.
Reflections
Proving the power of digital storytelling
The success of Freeman’s campaign underscores the importance of connecting a brand’s story with its audience in meaningful ways. By bringing Freeman’s in-store experience to life online, we not only boosted sales but also laid the groundwork for future digital growth.