Union Brands Drives Conversion and ROAS Through Persona-Specific Shopping Experiences, Achieving Success Across Multiple DTC Brands

Learn how Union Brands leverages FERMÀT to create targeted shopping experiences for multiple consumer brands, driving conversions with shopper-journey-specific messaging and creative.‍

ABOUT

Union Brands operates on a unique three-pillar model, managing owned brands, joint venture projects, and traditional agency work. Their specialty lies in marketing for high-AOV ecommerce brands, with two of their flagship brands—Gladly Family and Bravomonster RC Cars—serving as testament to their expertise in scaling DTC businesses.

Gladly Family, a premium stroller wagon brand, has grown to six-figure revenue within three years by focusing on exceptional customer experience and education in the trust-sensitive baby products market. Bravomonster RC Cars serves a diverse customer base spanning luxury RC car enthusiasts, families who enjoy playing with RC cars, and high-income professionals that enjoy displaying RC cars in their offices.

CHALLENGE

Union Brands needed to create persona-specific shopping experiences for multiple brands while maintaining the integrity of core brand websites—all without exhausting time and resources.

For brands like Gladly Family and Bravomonster, a one-size-fits-all approach to ecommerce simply wasn't cutting it. Each brand serves multiple distinct customer personas, making it impossible to effectively communicate with each audience through a single core website experience.

Take Bravomonster, for instance. Marketing luxury RC cars to an executive looking for an office showpiece requires vastly different messaging than appealing to dedicated RC car racers, or parents looking for a toy the whole family can enjoy together. Similarly, Gladly Family needed to adapt their stroller sales messaging not just for different customer types, but also for seasonal use cases—from beach outings in the summer to winter activities.

The challenge was threefold:

1. Creating unique shopping experiences for each customer persona without compromising each brand’s core website broad appeal
2. Building and testing seasonal experiences without exhausting resources
3. Implementing targeted offers for specific traffic sources without displaying them sitewide

"It was easier for us to experiment at the ad level, but not as easy to experiment at the site level. We could really nail down messaging in ads... but then we didn’t know where to send shoppers after, besides to a catch-all product page." - Jen Johnson, Founder, Union Brands

STRATEGY

FERMÀT enabled Union Brands to efficiently launch and experiment on unique persona-based and seasonal shopping experiences, as well as targeted offer focused funnels.

With FERMÀT, Union Brands developed a systematic approach to creating targeted shopping experiences that connect with specific audience segments. Here's how they've implemented FERMÀT across their brands:

1. Creating Persona-Specific Shopping Experiences:The Union Brands team builds unique post-click experiences for each sub-audience, crafting specific messaging and creative that speaks directly to each buyer type. For Bravomonster, this means distinct experiences for collectors, racers, and gift-givers. For Gladly Family, it means tailoring content to different buyer personas, unique new customer offers, seasonal stroller use cases, and more.  
2. Matching Ad-to-Cart Experience:One of Gladly Family's most successful implementations involved creating beach-focused funnels that perfectly aligned with their UGC ad content. When shoppers clicked through ads featuring specific families enjoying beach activities, they landed on pages featuring the same families and scenarios—creating a seamless narrative that drove conversions. One of these beach-themed funnels with a unique offer for new customers acquired during the summer achieved an impressive 4.56 ROAS.
3. Maximizing The Value of PR Opportunities:Union Brands found unexpected success by using FERMÀT shops for PR placements. When Bravomonster received coverage in UnCrate, they directed traffic to a FERMÀT experience specifically designed for the publication's collector audience. FERMÀT's last-click attribution model helped track direct sales from this PR win. At its peak, this shopping experience hit a 14.29% conversion rate!
4. Taking Bigger Experimental Swings:Rather than getting lost in granular testing, Union Brands focuses on larger experimental changes that can open new market opportunities. FERMÀT's flexibility enables quick implementation of these bigger bets without risking core website performance.
5. Streamlining the Creation Process:As the Union Brands team identifies high-performing shop formats, they clone the FERMÀT shop and maintain the winning structure while experimenting with new creative assets and messaging. This approach dramatically reduces implementation time while ensuring consistency in what works.

"FERMAT is a conversion tool. What I love about it is, it's sort of a new model from a lot of other marketing tools we use. I like that you have best practices built in, I like that you have the testing built in - the drag and drop elements – and you also have support from the team." - Jen Johnson, Founder, Union Brands

‍RESULTS

Union Brands has significantly reduced experiment time-to-launch and scaled multiple brands through FERMÀT shopping experiences.

Since implementing FERMÀT, Union Brands:

• Outperformed Bravomonster’s website revenue by 3X with FERMÀT funnels during their first week of launch
• Lifted Bravomonster’s CVR 290.7% in Q4 2024
• Achieved a 14.29% CVR at peak performance, when including a FERMÀT funnel link in a PR placement for Bravomonster
• Accomplished an impressive 4.56 ROAS on a seasonal-offer Gladly Family funnel

The Union Brands team continues to leverage FERMÀT as a core component of their multi-brand growth strategy, enabling rapid experimentation and persona-specific optimization without compromising their core website experiences.