About.
Union Brands operates a three-pillar model managing owned brands, joint ventures, and agency work, specializing in high-AOV ecommerce with flagship brands Gladly Family (premium stroller wagons) and Bravomonster RC Cars.
Challenge: serve every persona without diluting the core brand.
A one-size-fits-all DTC site could not serve every audience Union Brands managed. Bravomonster marketing to executives wanting an office showpiece reads nothing like marketing to dedicated RC racers or family gift-givers. Gladly Family stroller messaging shifts by use case, from summer beach outings to winter activities. The team needed unique persona experiences without compromising broad-appeal core sites, seasonal experiences without exhausting resources, and offer-specific experiences for individual traffic sources without surfacing those offers sitewide.
"It was easier for us to experiment at the ad level, but not as easy to experiment at the site level. We could really nail down messaging in ads, but then we didn't know where to send shoppers after, besides to a catch-all product page." - Jen Johnson, Founder, Union Brands
How FERMÀT worked alongside the team.
FERMÀT gave Union Brands an experience layer that ran parallel to each core site, letting personas, seasons, and PR moments each get their own destination without touching the main brand.
The transformation was in how a multi-brand operator scaled personalization. Personalization agents built distinct experiences per sub-audience (collectors, racers, and gift-givers for Bravomonster; persona and seasonal variants for Gladly Family) without diluting the core site. Creative agents matched ad-to-page narrative pixel-for-pixel, including beach-themed Gladly experiences that landed shoppers on the same families they saw in the ad and drove a 4.56 ROAS. Merchandising agents directed PR-driven traffic to publication-specific experiences, including a Bravomonster experience tuned for UnCrate's collector audience that hit 14.29% CVR at peak. Conversion agents tracked attribution via last-click. Winning shops cloned forward as templates, dramatically cutting time to next experiment.
"FERMÀT allows a smaller team to get bigger results, faster. We can create a whole shopping experience in a few hours, if even that long, without having to touch the website, worry about breaking something, or involve our operational and logistic teams." - Jen Johnson, Founder, Union Brands
- Persona-specific experiences served collectors, racers, gift-givers, parents, and beach families
- Ad-to-cart narrative consistency (UGC families on both ad and page) hit 4.56 ROAS
- PR-tuned experiences (UnCrate collector audience) reached 14.29% CVR
- Winners cloned forward as templates, replacing granular tinkering with bigger swings
Results.
Union Brands lifted Bravomonster CVR 290.7% in Q4 2024. A FERMÀT experience linked from a Bravomonster PR placement hit 14.29% CVR. Bravomonster FERMÀT experiences generated 3x the brand's website revenue during the first week of launch. A seasonal Gladly Family experience drove 4.56 ROAS.
FERMÀT allows a smaller team to get bigger results, faster. We can create a whole shopping experience in a few hours – if even that long – without having to touch the website, worry about breaking something, or involve our operational and logistic teams [...] FERMÀT has been such an amazing tool. We're so happy to have found you guys, and I just can't wait to see what we're going to do next together..
