Parade
Parade was able to expand into an unexplored content territory, and they doubled their customer base in the process, all by onboarding a new creative production partner: QuickFrame.
Brand Story
Parade knows that sexiness isn’t one-dimensional. They’re on a mission to rewrite the American underwear story, in full-spectrum color, to dispel the industry's one-body narrative and be more inclusive and sustainable as a result.
The Partnership
Parade was expanding into a new frontier with video ads, which they wanted to run as paid promotions on Instagram. They wanted to double down on a testing strategy and hone in on what works, and what doesn’t, with their ad creative. But they found their existing production partners, from agencies to freelance animators, needed more dedicated creative direction than their teams had the bandwidth to provide.
With previous ad’s Parade had produced, they owned a lot of the nitty gritty creative work, from design and direction, to strategy. This approach was unsustainable.
Parade needed a production partner with the creative skill sets to quickly gain a holistic understanding of their brand and execute new campaigns at scale. This would allow Parade to reclaim time they’d traditionally spent guiding new creative partners through every step of the production process.
Our Approach
QuickFrame doesn’t supplant your existing teams, we support them. This is exactly how Parade implemented our platform—as an extension of their in-house teams to help them significantly scale their video ads and content.
In Oct 2021, QuickFrame partnered with Parade to develop Archive Sale ads. These featured both UGC and Branded Imagery that celebrated Parade’s community. They already had a content library filled with legacy assets that they wanted to continue to leverage.
To support ongoing post-production iteration, Parade was matched to multiple expert editors within our Maker Community who quickly turned Parade’s briefs into campaign-ready ads in a matter of days.
But the value Parade received from QuickFrame’s platform didn’t end with efficient turnarounds.
QuickFrame’s Client Success specialists also advised Parade’s growth marketing team on a creative experimentation plan that would allow them to quickly learn which elements of their ads were most effective.
Should they showcase a specific product or show-off multiple products?
Will a value proposition focused on comfort or empowerment perform better?
Does a visual, or abstract message resonate more with an audience when comparing competitor prices?
QuickFrame doesn’t supplant your existing teams, we support them. This is exactly how Parade implemented our platform—as an extension of their in-house teams to help them significantly scale their video ads and content.
In Oct 2021, QuickFrame partnered with Parade to develop Archive Sale ads. These featured both UGC and Branded Imagery that celebrated Parade’s community. They already had a content library filled with legacy assets that they wanted to continue to leverage.
To support ongoing post-production iteration, Parade was matched to multiple expert editors within our Maker Community who quickly turned Parade’s briefs into campaign-ready ads in a matter of days.
But the value Parade received from QuickFrame’s platform didn’t end with efficient turnarounds.
QuickFrame’s Client Success specialists also advised Parade’s growth marketing team on a creative experimentation plan that would allow them to quickly learn which elements of their ads were most effective.
Should they showcase a specific product or show-off multiple products?
Will a value proposition focused on comfort or empowerment perform better?
Does a visual, or abstract message resonate more with an audience when comparing competitor prices?
The Results
Parade is a brand constantly needling into their top performing ad content, trying new tactics to see what sticks with their audience. Through their partnership with QuickFrame by MNTN, Parade was able to double their customer base between 2020 and 2021 from 100,000 to 200,000, and they expect to double that again in the coming year.
Over a six month period, QuickFrame by MNTN was able to help Parade generate well over 100 assets in two aspect ratios. The campaign culminated in over 1,000+ purchases for their Archive Sale. In particular, they discovered that UGC ads drove the most purchase volume and demonstrated QuickFrame by MNTN’s ability to meld their approach with that of a community driven brand.
As mentioned in Glossy by Parade’s Senior Director of Growth, Douglass Craig, “Parade is growing fast as a business and a brand. And we need partners that can work as quickly and efficiently as we do.”
Parade is a brand constantly needling into their top performing ad content, trying new tactics to see what sticks with their audience. Through their partnership with QuickFrame by MNTN, Parade was able to double their customer base between 2020 and 2021 from 100,000 to 200,000, and they expect to double that again in the coming year.
Over a six month period, QuickFrame by MNTN was able to help Parade generate well over 100 assets in two aspect ratios. The campaign culminated in over 1,000+ purchases for their Archive Sale. In particular, they discovered that UGC ads drove the most purchase volume and demonstrated QuickFrame by MNTN’s ability to meld their approach with that of a community driven brand.
As mentioned in Glossy by Parade’s Senior Director of Growth, Douglass Craig, “Parade is growing fast as a business and a brand. And we need partners that can work as quickly and efficiently as we do.”
The Numbers
Avg. Turnaround Time
Videos
Increase in Conversion Rate
Customer Base Growth
Sea-Jay Van der Ploeg
User Acquisition - Growth Marketing at Parade
“From Canada Launch to our Second Life Recycling Program ads, QuickFrame by MNTN has consistently delivered on high impact projects for our team. In particular, their team has ensured Parade’s brand and community imagery remains continuous when translated to high performing, direct response assets.”