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Third Man Hardware
Third Man Hardware Pedals Digital Advertising Case Study
Third Man Hardware
The Client
59
Conversions
$8,000
Revenue Generated
10X+
ROAS on Both Platforms
Third Man Hardware Pedals Digital Advertising
Third Man Records — the genre-spanning label founded by Jack White — is best known for vinyl, but it also runs Third Man Hardware, a line of guitar pedals and gear. We were brought in to promote the pedal lineup in the run-up to the holiday season and turn that attention into sales.
CAMPAIGN GOAL
Turning holiday shoppers into pedal buyers
The brief was refreshingly direct: run video through the holiday season to get people to connect with the Third Man Hardware line and buy some pedals. The single goal was sales — conversions across the pedal lineup.
CHALLENGES
Promoting a whole pedal lineup on a $1,000 budget
Two real constraints shaped the build. First, the budget was capped at $1,000 across a tight two-week flight — there was no room for waste. Second, we needed to promote multiple pedal models at once without splitting them into separate campaigns that would bid against each other and dilute the spend. We had to sell the whole shelf without competing against ourselves.
CAMPAIGN SOLUTION
One pedals-only feed: demo video plus a shoppable catalog
We built a new product feed of items classified strictly as Pedals and fed it into both Google Ads and Meta Ads. That let a single campaign do double duty: a video ad showed pedals in use while image ads beside it surfaced other models from the catalog — so one creative unit could sell the entire lineup instead of relying on the video alone to carry every product. On top of that we layered high-intent audiences: people already in-market for guitar accessories, and Jack White’s fan base (it is, after all, his company). The video did the demonstrating; the catalog made it unmistakable exactly what was for sale.
SOCIAL ELEMENT
Running on Instagram and YouTube
The campaign lived on Instagram and YouTube. We didn’t lean on a viral moment or an influencer push for this one — it was a focused, performance-first play, and the creative carried the weight.
IMPLEMENTATION
Dynamic video ads paired with a pedals-only catalog
We worked with the client to produce dynamic video ads that featured the pedals in use, so each unit’s features could be demonstrated to the customer rather than just described. Every product was labeled in the video, and we paired that video with a custom catalog selection of nothing but other pedals. The whole flight ran for two weeks across Instagram and YouTube.
RESULTS & ENGAGEMENT
A 10X+ return on a two-week holiday flight
The campaign generated 98,429 impressions and 59 conversions, driving approximately $8,000 in revenue — a 10.18X ROAS on YouTube and a 10.25X ROAS on Instagram. From a $1,000 budget, that’s better than ten dollars back for every dollar spent, on both platforms.
“By reaching the right fans at the right time and adjusting in real time as venues filled up, we turned social engagement into sold-out shows in all eight cities.”
Kim M. Pham, Vice-President Digital Marketing
TAKEAWAYS
A connected catalog turns one campaign into a storefront
The big lesson: we linked the client’s website catalog into Google Ads and created a separate Product Category so Shopping links could sit right next to the video ads, giving shoppers more pedals to choose from without us ever launching a second campaign. Pairing demonstration video with a tightly-scoped product feed is what let a small budget move an entire lineup — and return more than 10X. When you can show the product working and make it instantly shoppable in the same unit, you don’t need a big budget to drive real sales.
Why DASH TWO for product and music campaigns
DASH TWO specializes in music and entertainment advertising, and we know how direct-response works when the goal is sales — which platforms to lean on, which creative actually moves buyers, and how to stretch a tight budget into a real return. By combining demonstration-led creative, smart product feeds and high-intent targeting, we help brands turn seasonal attention into conversions.
