Boosting awareness and sales with a comedic Facebook video ad.

Grunt Style sells its line of men’s and women’s clothing and accessories through its online store. The brand, which boasts pride in self, in military and in country, was founded by a US Army drill sergeant in 2009.


return on ad spend


cheaper cost per impression


million views


The Grunt Style team wanted a unique way to present its fun-loving and patriotic brand to potential new customers. The ecommerce brand worked with advertising agency MuteSix to build and run its 7-month brand awareness campaign.

The comedic video touted the brand’s lifetime guarantee promise. It also followed Facebook’s best practices, and featured captions for News Feed’s sound-off autoplay. A “Shop Now” call-to-action button directed people to the Grunt Style website where they could browse and purchase apparel and accessories.

The campaign was targeted to men and women in the US aged 25–44, as well as a Custom Audience based on its email list, and a Lookalike Audience based on this Custom Audience. The Grunt Style team also created a Custom Audience from its website, based on people who made a purchase, visited the site or liked its Facebook Page.

Finally, the campaign was optimized for video views, ensuring the ad was automatically delivered to people who were most likely to watch the video.

"So what led me to work with Mutesix was talking with Steve, their CEO. That he actually not only cared, but he actually knew what he was talking about. The guy was on the cutting edge of the knowledge, the algorithms, what's hot right now, trends, et cetera, on social media, digital media, et cetera."

- Daniel Alarik, Founder/CEO, Grunt Style
Grunt Style

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