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The "Glove Love" Campaign

Named “The Glove Love Campaign” LACED Agency was focused on increasing Victory brand awareness and driving traffic to Victory’s e-commerce site during a focused 1 week promotion during January, a traditonally challenging month for sales after the holidays. The Campaign included; 1) One Email Blast to (2) Two Segmented Email Lists, and an Instagram Contest.

Getting Started

LACED continued efforts to clean Victory’s customer data before launching the Email Campaigns. This included LACED Agency removing all unsubscribes, bounces, and spam emails – as well as cross-checking against REMOVE Lists. Additionally, we added new “opt-in” emails from newsletter website signups, and in-store visits from the successful holiday run this past November and December. All lists were cleaned and then programmatically double-checked for optimal quality assurance through software. Finalizing our two lists, we named them List A and List B. List A was composed of Victory’s most recent opt-ins, and active customers from 2012, 2013, 2014. List B was a combined list of all past customers as well as inactive customers dating back as far as 1990.

Quality Assurance & Ongoing Testing

"LACED Agency segmented customers by building behavioral buckets of data with each campaign, to better personalize future email marketing."
— Michael LeCocq
President, Victory Athletics


Using Victory batting gloves as our main creative element, LACED came up with the idea for GLOVE “LOVE”. The concept was to take Victory batting gloves and make them the visual focus for the overall campaign, pointing out the specs that make them competitive in the market. The campaign consisted of timely eMail Marketing, as well as a Instagram Social Media contest.

Social Media Contest

Leveraging @victorygear on Instagram, LACED ran a Social Media Contest, where Instagram followers had a chance to win a pair of Victory batting gloves & a #FEELVICTORY T-shirt. Sticking with the GLOVE "LOVE" campaign theme, LACED designed each letter of the word GLOVE with Victory batting gloves. Victory Instagram followers had a chance to win by reposting each letter to reveal a sercret word over a 5 day period.


As a result of the "Glove Love" Campaign:

"The "Glove Love" Instagram contest, dramatically increased the number of Victory Custom Athletics's followers, and promoted a high level of user engagement."
— Michael LeCocq
President, Victory Athletics


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