Client
Habitually Fly
Industry
Cultural Consumer Brand / Ecommerce
Duration
Key Metrics:
27% of revenue generated through automated funnels
20K+ email subscribers
34K+ owned social audience
Overview
A cultural consumer brand was built from the ground up with no existing marketing infrastructure, owned audience or automated revenue system.
The opportunity was larger than launching products. The business needed a brand platform, ecommerce engine, audience strategy and repeatable marketing infrastructure that could support both cultural relevance and commercial growth.
ORBIT+FORM built the systems behind the brand, connecting audience development, ecommerce, lifecycle marketing, partnerships and content into one operating model.
Problem
The business was starting without an established growth engine.
There was no mature owned audience, no lifecycle infrastructure and no automated path for converting attention into repeatable revenue. Brand awareness, ecommerce, content, email and partnerships all needed to be developed together.
The challenge was to create a culturally relevant brand while also building the systems required to acquire customers, retain attention and generate revenue without depending entirely on manual promotion.
The Solution
The work focused on building both the brand and the commercial infrastructure behind it.
Key changes included:
Brand Development: Established the positioning, creative direction and customer-facing brand experience.
Ecommerce Infrastructure: Built the digital commerce environment required to sell and manage products.
Audience Development: Grew owned audiences across email and social channels.
Lifecycle Marketing: Created automated funnels and email sequences designed to convert audience attention into revenue.
Content and Media: Developed content and visibility strategies that supported both brand authority and customer acquisition.
Partnerships and Cultural Relevance: Built relationships and placements that expanded reach while maintaining a clear cultural point of view.
Revenue Infrastructure: Connected campaigns, audience growth, ecommerce and automation so revenue could be generated beyond one-off launches.
The result was not simply a recognizable brand. It was a functioning system connecting culture, audience and commerce.
Building the Audience and Revenue System
The work focused on creating a system that could turn cultural relevance and audience attention into measurable commercial growth.
Brand development, ecommerce, email, social audience growth, content and lifecycle automation were built together so that each channel supported the others rather than operating independently.
Owned audience became especially important. Email and social were treated as long-term business assets, not simply promotional channels. Automated funnels then created a more consistent path from attention to purchase and repeat engagement.
What Changed
The engagement connected several parts of the business that had to mature at the same time:
Brand and Audience: Built a recognizable cultural brand while growing owned audiences across email and social.
Ecommerce and Conversion: Connected brand storytelling and product merchandising to a clearer path to purchase.
Lifecycle Automation: Created automated email funnels that could generate revenue beyond individual launches and manual promotion.
Content Infrastructure: Developed repeatable content that supported awareness, engagement and conversion.
Partnerships and Visibility: Expanded reach through partnerships and earned media opportunities.
Measurement: Created greater visibility into how audience growth and automated marketing contributed to revenue.
The Impact
Automated funnels generated 27% of revenue.
The brand also built an owned audience of more than 20K email subscribers and 34K social followers, while automated email open rates reached up to 34%.
The larger result was the creation of a growth system that could continue working beyond a single campaign. Audience, ecommerce and lifecycle automation became connected parts of the business rather than isolated marketing activities.
What Happened Next
The business evolved from an early-stage consumer concept into a recognizable cultural brand with a functioning audience and revenue engine behind it.
With ecommerce, lifecycle automation, owned audience growth, content and partnerships working together, the brand was less dependent on one-off promotion. Marketing activity could continue creating value after a campaign ended, while owned channels gave the business more control over customer relationships and revenue generation.
The Business Shift
The work created several lasting changes:
The brand developed a substantial owned audience across email and social.
Automated funnels became a meaningful source of revenue.
Ecommerce and lifecycle marketing operated as connected parts of the customer journey.
Content supported both cultural relevance and commercial growth.
Earned visibility expanded beyond owned channels into national media and television.
The business gained infrastructure that could support continued campaigns, product activity and audience engagement.
The Takeaway
Cultural relevance created attention, but infrastructure turned that attention into a business.
By connecting brand, audience, ecommerce, lifecycle marketing and automation, the company created a system that could generate revenue while continuing to build cultural visibility and customer relationships.
Automated funnels ultimately generated 27% of revenue, supported by an owned audience of more than 20K email subscribers, 34K social followers, and automated email open rates of up to 34%.
The result was a brand with both cultural reach and a commercial system capable of sustaining it.