Nasty Gal increases revenue and engagement with Gen Z by over 30%


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UNiDAYS x Nasty Gal Case Study

About Nasty Gal

Nasty Gal started in a tiny San Francisco apartment stacked with killer vintage, a single laptop and an eBay account. Ten years later, they've outgrown that apartment, moved to LA, and today they're bigger and better than ever. They now carry new clothing, shoes and accessories under their own label–all for gals who know how to own it and have the confidence to simply be themselves.

UNiDAYS x Nasty Gal Case Study

The Challenge

A popular American retailer, Nasty Gal, found the perfect partner in UNiDAYS. They aimed to increase brand affinity and purchase intent with Gen Z college students in the US.

After researching its consumer database, the retailer realized they needed to focus more on reaching an influential Gen Z audience and sought a partner who could create an always-on marketing strategy to drive brand affinity and desirability with students.

The Goal

  • Build brand affinity through Gen Z college students
  • Increase engagement and traffic to the site 
  • Increase sales 

The Solution

Nasty Gal partnered with UNiDAYS to create a scalable, customized and highly effective Gen Z marketing strategy. The retailer was able to leverage the following tactics:

  • UNiDAYS' Student Verification to build a Gen Z student segmentation strategy
  • Launched a Student Incentive Program delivered via UNiDAYS' private, members-only network
  • Created Custom Content focused on seasonal and holiday promotions that was supported across all channels (email, social, app and site)

The Results

After just four months of working with UNiDAYS, Nasty Gal significantly expanded its Gen Z customer base, increased revenue by 37% and drove 31% uplift in brand engagement with Gen Z college students.

UNiDAYS x Nasty Gal Case Study
lift in sales
increase in site engagement
Increased awareness

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