Drop-day email, SMS and ads, plus Shopify upgrades for LRG

LRG (Lifted Research Group) is a streetwear label that sells in drops: seasonal Research releases, the yearly Dead Serious hoodie, a 420 collection, and collaborations with names like Wu-Tang Clan and Sprite. Each drop needed email, SMS, search and social lined up behind it, and LRG wanted one partner to run all four.

SMS also had to move. LRG's text program ran on Omnisend and was moving to Attentive. Later, after a change in ownership, the Shopify store itself was due for work: legacy page templates, a checkout.liquid file facing Shopify's Checkout Extensibility deadline, no back-in-stock alerts, and account pages that hadn't kept up.

For Dead Serious, DYODE pointed "coming soon" ads at an Attentive sign-up page instead of the store. That traded some short-term ad return for a bigger list before the drop. Sign-ups got their own welcome journey, with an offer later for anyone who hadn't bought, and text replies tagged subscribers for priority access.

Collabs and sales got the same treatment. DYODE built Meta campaigns for drops like the Wu-Tang Clan collaboration and for Memorial Day, Labor Day and Black Friday sales, with matching email and site banners.

DYODE built LRG's Klaviyo flows: welcome, abandoned cart, abandoned browse, post-purchase, win-back and re-engagement.

On the SMS side, DYODE moved LRG from Omnisend to Attentive and set up the sign-up pop-up with an A/B test, a first-order offer, UTM tracking on every text, and an opt-in at checkout.

On Google, DYODE ran brand search plus Shopping and Performance Max campaigns split by season and collection, with weekly bid, budget and keyword tuning and rewritten responsive search ads.

On Meta, DYODE ran prospecting, remarketing and catalog ads. Products were tagged by how many of the four best-selling sizes were in stock, so ad spend stayed off items with broken size runs.

DYODE moved 14 of LRG's theme templates, from product and collection pages to cart, search, blog and customer account pages, to Online Store 2.0 sections. It published LRG's new Checkout Extensibility checkout ahead of Shopify's deadline, moved tracking into a custom pixel, and replaced the old Attentive checkout code with its app block.

Product pages got Klaviyo back-in-stock alerts with a sold-out size message LRG can edit, and DYODE fixed quick view so shoppers couldn't add sold-out sizes to cart. The account area was redesigned with Yotpo loyalty and rewards widgets, restyled order history and settings pages, and a Loop Returns link to start a return.

LRG ran its drops, collabs and sales through one partner across email, SMS, Google and Meta, with a list-first playbook that put subscribers in line before each release.

On the store, LRG moved to Online Store 2.0 and Shopify's new checkout before the cutoff, and shoppers got back-in-stock alerts plus an account area with rewards and returns built in.