Build-A-Bow Increased Visibility and Sales
Challenge
Build-A-Bow is a custom bowtie company backed with a purpose. The company was founded by Alex Hart-Upendo, a 13-year-old who had previously been bullied in school for being autistic. Instead of letting his negative experiences bring him down he decided to inspire others through creativity and entrepreneurship. Build-A-Bow offers products like custom bow ties, hair bows, and dog bows.
Central to Build-A-Bow’s core is its social initiatives. Alex regularly holds workshops that teach people how to make custom bow ties. These custom products are then sent to various charities such as Saint Jude’s, Milwaukee Children’s Hospital, and Her Foundation. Did we mention that Alex also wrote a book? It’s called “Bullies, Bowties, and Brilliant Alex”. He gives 20% of the proceeds to underprivileged schools to fund reading initiatives.
Build-A-Bow traditionally gains customers through referrals or word of mouth, local social events, and paid online advertisements. Alex’s goal for using Blip billboards was to gain even more local awareness and increase sales for Build-A-Bow.
Solution
Build-A-Bow launched its campaign on three different billboards in Kenosha, Wisconsin. Their design included a large bowtie with the line “Is my bow too big?” The entire creative direction was lead by Alex. Check out a video of Alex dancing in front of his live billboard ad here.
Results
After launching their campaign, Build-A-Bow saw a 19% increase in traffic to their social media accounts. Later that week they decided to spend more money during a local basketball game, at which they saw a 35% increase in traffic to social media accounts and a 15% increase in sales. The Build-A-Bow billboard became a local talking point and a successful marketing mix addition.
