Originally influenced by the mod culture, the Merc brand began as a market stall on Carnaby Street, quickly growing to a shop on Ganton Street, before opening its flagship store back where it began in Carnaby Street. Attracting many celebrity fans through the decades, Merc continues to produce iconic fashionable menswear today.

Merc required an agency to provide a strategic digital marketing campaign to boost the success of their online activities and help them branch out into new sales channels. With a loyal following, and very active social media accounts, the Merc team were after an agency to act as an extension of their in house teams, delivering relevant and easily actionable advice to increase engagement rates, improve the performance of email campaigns, increase conversions and drive new sources of revenue. 


Red Hot Penny worked with Merc to deliver high-level strategic advice that would optimise their email, content and advertising activities. Our team created a detailed content calendar to feed email, blogs and social media activities for each quarter, and trialled targeted social media posts over a 3 week period to test new sales messages.

New online stores were set up in eBay and Amazon, and all listings were fully optimised to drive sales in the UK and Europe. To address basket abandonment issues, dynamic display retargeting campaigns were set up with AdRoll across Facebook and the web to re-engage lost customers.


“Any questions we ask Red Hot Penny are answered within fifteen minutes, with relevant, precise responses, and they have really immersed themselves in the brand. There is also the added bonus that they work within our allocated budgets.

Red Hot Penny have always gone above and beyond the scope to produce a good result.  We never get limited to a single project response, and the team reacts very quickly to any last minute changes we require. Our recently launched remarketing campaigns have yielded a confident uplift in figures, and the team made the set up quickly, without adding to our own workload.”

Soraya Alavi, Director, Merc

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