Case Study - UNDR Industries

Overview

UNDR Industries, a paintball apparel brand founded by a world-class player and Marine Corps veteran, was struggling with stalled sales, an inactive email list, and inconsistent social media.

The brand had loyal followers but lacked a clear strategy to turn attention into revenue. By refocusing on storytelling, activating email marketing, and bringing the founder’s personality online, UNDR reconnected with its audience and returned to growth using only organic marketing, without relying on paid ads.

The Challenge

UNDR Industries had everything a strong brand needs: quality products, a respected founder in the paintball world, and a loyal community built through years of face-to-face connection at events. But behind the scenes, the business had hit a wall.

Marketing efforts were misaligned with what made the brand work. Social media was inconsistent. Jokes and memes drove likes but didn’t lead to sales. Product-focused posts lacked the personality that fans responded to in real life. The brand wasn’t showing up online in a way that reflected its real-world impact.

Email marketing had been neglected. A sizable subscriber list sat unused for so long that many had likely forgotten they ever signed up. This cut off a major channel for driving repeat sales and building lasting relationships.

The bigger issue was a lack of direction. There was no system to tell the brand’s story, nurture the audience, or guide them toward a purchase. The founder was managing everything alone and didn’t have a marketing roadmap. Frustrated and overwhelmed, he was seriously considering shutting the business down.

UNDR needed a clear strategy that would bring its story to life, showcase the founder, and turn community attention into consistent growth.

We started with the founder. His reputation and authenticity were the brand’s biggest strengths, but they weren’t coming through online.

In person, he connected effortlessly with fans. He was approachable, respected, and known in the paintball world. Online, that same presence was missing. Most posts were product shots or memes, and the real personality behind the brand was getting lost.

The goal was to bring that in-person energy to social media and email. If the audience could see more of him - his story, his process, his perspective - they’d feel more connected to the brand and more likely to support it.

Our strategy focused on three core areas:

Founder-first content that highlighted his personality, behind-the-scenes process, and connection to the paintball community. This included product updates, day-to-day insights, and candid videos that reflected his real voice.
Email marketing built from scratch, starting with list cleanup and re-engagement, then moving into automated flows and segmented campaigns based on behavior. We focused on relevance over discounts, using email to inform and build loyalty.
Consistent storytelling across platforms, turning the brand from a gear shop into a personality-driven business. Content was used to build trust, stay top of mind, and strengthen community ties.

Instead of relying on paid ads or constant promotions, we focused on building connection and credibility at every touchpoint. The result was a brand that felt more personal, more trusted, and ultimately, more successful.

To bring the strategy to life, we focused on execution that was simple, consistent, and built to match the founder’s strengths. The goal was not to create complexity, but to create clarity.

We worked side by side with the owner to build systems he could manage and content that felt true to who he is and what the brand stands for.

Here’s what that looked like in practice:

Helped define a new content strategy focused on the founder and behind-the-scenes storytelling
Consolidated and reactivated a dormant email list
Built email automations and campaigns using Klaviyo
Created targeted segments based on purchase behavior, loyalty, and engagement
Guided the brand toward consistent daily posting on Facebook and Instagram
Provided regular strategic planning sessions for product launches and partnerships

Together, these efforts created a complete shift in how the brand communicated. We moved from scattered and reactive to focused and consistent.

The founder became the voice of the brand. Email became a reliable revenue channel. Social content built trust and momentum instead of just likes.

Every part of the marketing system was realigned to reflect the strength of the community and the person behind the product.

To bring the strategy to life, we built a system the founder could manage. It had to be simple, repeatable, and aligned with how he naturally connects with his audience. We focused on using the resources he already had and built around his strengths.

Then we filled in the gaps with systems that would scale.

Helped define a new content strategy focused on the founder and behind-the-scenes storytelling
Consolidated and reactivated a dormant email list
Built email automations and campaigns using Klaviyo
Created targeted segments based on purchase behavior, loyalty, and engagement
Guided the brand toward consistent daily posting on Facebook and Instagram
Provided regular strategic planning sessions for product launches and partnerships

Strategic Insight

This wasn’t just a marketing refresh. It was a strategic repositioning of how the brand communicates, connects, and grows. Every action we took was designed to create long-term structure and repeatable wins, not quick hits. We aligned content, email, and audience engagement around a single goal: to turn the founder’s real-world credibility into a digital growth engine that builds trust, increases revenue, and supports sustainable expansion.

Let’s talk about how we can help you build that.