Pair of Thieves

Scaling Retention, Creative, and Social Performance Without Growing Overhead

Overview

Pair of Thieves is a bold, comfort-forward apparel brand known for its irreverent voice and loyal customer base. As the brand continued to scale its DTC business, internal team shifts created the need for a flexible, senior-level partner that could step in quickly, without sacrificing brand consistency, creative quality, or performance.

Since July, DYODE has operated as an extension of the Pair of Thieves team, supporting retention marketing, creative execution, and organic social with a model designed to move fast, scale efficiently, and drive measurable results.

The Challenge

Pair of Thieves faced a familiar growth challenge:

  • Maintain momentum across email, SMS, and social during a high-volume retail calendar
  • Absorb increased creative and production needs without adding internal headcount
  • Improve retention performance while protecting brand voice and customer experience
  • Adapt to platform shifts and algorithm changes impacting organic reach

The brand needed senior execution across channels, fast, without the risk or delay of hiring.

The DYODE Approach

DYODE embedded directly into Pair of Thieves’ workflow, acting as a strategic and executional partner across retention, creative, and social.

Our engagement evolved in phases:

  • Retention Marketing (Email and SMS): Strategy, design, and build of campaigns and automated flows
  • Creative and Design: Full ownership of design for web, email, and social, seamlessly matching brand tone
  • Organic Social and Community: Content systems, performance optimization, and BrandChamp ambassador support
  • Consulting and Planning: Creative ideation, calendar planning, and performance analysis

This flexible model allowed Pair of Thieves to scale output, improve results, and reduce operational strain.

Retention Marketing: Driving Revenue Through Better Experiences

DYODE redesigned and rebuilt key retention programs with a focus on brand storytelling, accessibility, and performance across both email and SMS.

Key initiatives included:

  • 5-email abandoned cart flow and 3-email abandoned checkout flow
  • SMS support layered into promotional and lifecycle moments
  • Dynamic product blocks customized for Klaviyo
  • Seasonal and promotional campaigns, including Holiday Gift Guides and gamified activations
  • Updated evergreen flows to reflect current creative and merchandising priorities

Results:

  • 33% increase in retention-driven revenue
  • Nearly 40% increase in purchases
  • Improved click-through and conversion rates across flows
  • Stronger revenue per recipient while scaling total send volume

The retention channel successfully absorbed increased volume during peak periods while maintaining engagement and driving meaningful revenue growth.

Organic Social: Building Brand Consistency and Engagement

DYODE implemented a structured organic social system designed to improve efficiency, consistency, and performance under evolving platform constraints.

By developing repeatable content formats and refining them through performance signals, DYODE improved content effectiveness even as overall organic reach declined industry-wide.

What changed:

  • Increased effectiveness and engagement per post
  • Smarter asset reuse across channels
  • Clear content roles focused on brand storytelling and conversion support
  • Consistent output to maintain momentum and visibility

Despite algorithm tightening and reduced amplification, Pair of Thieves’ social content became more efficient and more engaging over time.

Community and BrandChamp Program

DYODE supported the growth of Pair of Thieves’ BrandChamp ambassador program, turning community advocacy into measurable impact.

Results:

  • Incremental revenue and high-intent referrals
  • Zero paid media spend

Insights from top-performing ambassadors revealed a clear opportunity to scale the program through improved onboarding, incentives, and content guidance.

The Outcome

Pair of Thieves gained a scalable operating model built for growth:

  • Senior-level execution without added overhead
  • Faster creative production with consistent brand quality
  • Stronger retention performance during peak retail periods
  • A social and community strategy that compounds over time

DYODE helped transform an already strong foundation into a more efficient, resilient, and scalable system, allowing the Pair of Thieves team to focus less on getting it out and more on making it better.

Services Provided

  • Email and SMS Marketing and Retention Strategy
  • Creative Direction and Design for Web, Email, and Social
  • Organic Social Strategy and Execution
  • Community and Ambassador Program Support
  • eCommerce Consulting and Planning