News Article ————

“Jack and Cole Buxton – Bossing Black Friday With Paid Media”

Author image Published by Sue Johns-Chapman
Published Date 11.05.2022

UK Digital Growth Finalist, Jack Felstead tells why being nominated for PPC Campaign of the Year (B2C) means so much to him and Cole Buxton.

I’m an Independent Growth Consultant with over 13 years’ experience in helping brands grow
online. During my career I’ve helped over 100 brands grow by acquiring new customers, increasing retention,
reducing costs and maximising profits via a range of digital marketing channels and strategies.
I’m absolutely over the moon to be nominated for such a prestigious award alongside my favourite brand
(both to work with and to wear), Cole Buxton.

This nomination means a lot to me for a few reasons:

  • It’s the first brand I ever worked with after setting up as an independent consultant (as
  • We saw stellar results, surpassing our sales targets for November 2021 by generating a +300%

increase in sales YoY

  • This was an extremely challenging and critical time for the brand (Cole Buxton), as they faced a

number of supply chain and cash flow issues, caused by wider disruption from Brexit & Covid, which

made foreign import very difficult

  • We implemented a risky strategy, which involved us launching our Black Friday sale 24 hours before

Black Friday itself (on Thursday), giving exclusive access to a list of VIP customers signed up to our

pre-Black Friday mailing list, which we began to harvest 45 days before Black Friday itself

  • This strategy was completely created and owned by myself, which means there was a huge amount of

pressure on me personally to seamlessly integrate and time campaigns across channels for us to pull

this off successfully

Link to video here:

Cole Buxton is a truly unique, innovating, independent brand which is run by Cole Buxton himself alongside
Jonny Wilson (Brand Director & Co Founder) who built the business from scratch, to one of the fastest growing
fashion brands in the UK.

The brand recently featured in Vogue, quote below:

“Three months ago, luxury sportswear brand Cole Buxton was pushed to the brink by a combination of supply
chain delays, a global pandemic and Brexit. In double-quick time, the British label had to redesign its business
from the bottom up, slashing £80,000 a month in overheads.

The transformation has been encouraging. Cole Buxton is on a rapid path to recovery and is now eyeing up
some very ambitious sales figures for the next few years (an annual sales target of £100 million is dropped into
the conversation). The appointment of a chairman and CFO are expected shortly. A new behind-the-scenes
documentary, the second film from the brand, has charted the company’s road to recovery, set for private
screenings in selected independent cinemas and to debut online in June.”

Full article here:

Here’s what Jonny Wilson (Brand Director and co-founder of Cole Buxton) had to say about our collaboration
together so far:

“We initially started working with Jack in September 2021, 2 months before Black Friday. From day one he
helped us develop and deliver an effective, cross-channel digital marketing strategy which helped us set the
foundations for future growth, build momentum and new customers way ahead of the peak Black Friday
period, putting us in the best possible position to achieve and exceed our growth targets. During this time, Jack
acted as our Head of Marketing on a consultancy basis, working as an extension of our team to unify, integrate
and correlate our marketing activity across channels ahead of the key trading period, helping us achieve and
exceed our targets, not only for Black Friday, but also November and December. We continue to work with Jack currently and would highly recommend him to anyone who’s looking to grow their brand online”

If you hadn´t heard of Cole Buxton yet, you have now, and will definitely be hearing more about this great,
great brand in the months and years to come as they transition from a small independent retailer to one of the
world leading fashion brands!

Looking forward to seeing you all at the UK Digital Growth Awards.

All the best

Jack Felstead

Twitter: @wwwjacktm
Instagram: jack_growth_consultant

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