Men's Wearhouse Grows Its Audience Through A Campaign Run Solely On Digital Audio | AdExchanger

"Men's Wearhouse developed an audio-only campaign with its measurement and media agency, Ovative Group, and activated it through The Trade Desk's Kokai platform. The core message of the campaign was that 'you can get whatever you need at Men's Wearhouse,' highlighting three parts of the brand's offerings: its 'everywhere look' for a typical day, suits and wedding attire."

"Within EMRge is a marketing mix modeling tool. Men's Wearhouse used the MMM tool to track both in-store and online attribution on a weekly basis, and measures across all media types that Men's Wearhouse advertises on. The in-store conversions were tracked by LiveRamp, which sent conversion data to TTD via the latter's CAPI pipes."

"The campaign ran from March to June of 2025 across digital audio channels, including Spotify, iHeart, Acast and Pandora, and ultimately increased sales by 16% among audiences who were exposed to it."

Men's Wearhouse, which generates 95% of sales from in-person purchases, faced challenges measuring marketing effectiveness on store traffic. The company partnered with Ovative Group and The Trade Desk's Kokai platform to develop an audio-only campaign running March to June 2025 across Spotify, iHeart, Acast, and Pandora. The campaign promoted three product categories: everyday wear, suits, and wedding attire. Ovative's EMRge platform identified target audiences and used marketing mix modeling to track weekly in-store and online attribution across all media types. LiveRamp tracked in-store conversions, sending data to The Trade Desk via CAPI pipes. The campaign achieved a 16% sales increase among exposed audiences, supporting Men's Wearhouse's broader rebrand to expand its customer base beyond formal wear.

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