PaughcoParts
Doubling D2C Growth Year Over Year
Paughco, a legacy Harley parts manufacturer, wanted to reach their customers directly, without relying solely on distributors and third-party retailers. OBVS partnered with Paughco to launch and scale an all-new D2C website in 2019.
Our Approach
We developed an end-to-end digital strategy that combined high-performing ad campaigns, social media community-building, and data-driven email marketing. Every step was designed to build revenue year over year and build a dedicated, enthusiast-driven audience.
D2C Website & Growth Strategy
Launched in 2019 with a five figure initial revenue
Scaled revenue through aggressive year-over-year growth, reaching seven figures in 2024
Social Media Community Building
- Grew an Instagram audience from 0 to 68,000 followers (2019 to present)
- Maintained an average 10% engagement rate—significantly higher than the Instagram average (which typically sits around 1–4%)
- Leveraged social content to drive brand awareness and traffic back to the new D2C site
- Quality audience over large audience!
Email Marketing Engine
- Built a strong five figure subscriber list.
- Achieved a 16% average click-through rate with an 9% conversion rate across campaigns.
- Deployed targeted automation and nurturing sequences to keep customers engaged and informed.
Advertising & Promotions
- Large % of website traffic driven by social and search engine ads
- Averaged a 4.7 ROAS across these channels over a 3 year window.
- Black Friday campaigns doubled revenue year over year, culminating in a 2024 Black Friday ROAS of 16.2 powered by search ads, social ads, and strategic email deliveries.
Key Results
- $1M+ in Annual D2C Revenue: From a standing start of five figures, the PaughcoParts direct-to-consumer channel broke the million-dollar mark by 2024.
- 68,000 Social Followers: A hyper-engaged motorcycle enthusiast community with a 10% average engagement rate, dwarfing standard Instagram benchmarks.
- tens of thousands of Email Subscribers: Dedicated fans who regularly click, convert, and return for more—driving reliable, repeat sales.
Remarkable ROAS:
- 4.7 overall from social & search ads
- 16.2 during the 2024 Black Friday sale evidence that a well orchestrated ad + email push can skyrocket returns.
Why It Matters
By building an owned community across email and social, PaughcoParts reclaimed control over their customer relationships—and their bottom line. Instead of relying on third-party retail margins, they can now directly showcase new products, offer exclusive deals, and build enduring brand loyalty.
What We Learned
- Owned Channels Drive Long-Term Growth: Investing in your email list and social community leads to higher lifetime value.
- Year-Round Prep Fuels Seasonal Wins: Constant audience nurturing ensures massive ROI spikes during key shopping events like Black Friday.
- Engagement > Follower Count: A highly active audience with a 10% engagement rate generates real revenue—not just vanity metrics.