Pair of Thieves
Scaling Retention, Creative, and Social Without Growing Overhead
Visit SiteThe Challenge
Pair of Thieves, the irreverent basics brand known for comfortable, fun underwear and socks, was scaling rapidly but hitting a ceiling. Their internal team was stretched thin across retention marketing, creative production, and social media - and bringing everything in-house wasn't cost-effective at their stage.
They needed a partner who could operate as an extension of their team, maintaining the brand's distinctive voice while driving measurable performance improvements across channels.
The Results
Email revenue grew significantly while SMS delivered strong ROAS - all without Pair of Thieves adding a single headcount. Social engagement increased dramatically as the content strategy resonated with their target audience of millennial and Gen Z consumers.
The partnership model proved that the right agency relationship can deliver performance that exceeds in-house capabilities at a fraction of the cost - especially when the agency truly understands and embodies the brand voice.
Embedded Partnership
We embedded directly into Pair of Thieves' operations - attending their standups, sharing Slack channels, and operating with the speed and context of an in-house team. Email/SMS strategy was rebuilt from the ground up with segmentation based on purchase behavior, product affinity, and lifecycle stage.
Organic social strategy leaned into the brand's playful personality with content frameworks that balanced entertainment with commerce, driving engagement without feeling overly promotional.
Screenshots
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