Duke & Dexter Case Study

Since positioning themselves as one of the UK’s most exciting up and coming independent lifestyle brands, Duke & Dexter have built a reputation as the go-to company for edgy, contemporary designs of timeless classics in men’s luxury shoes.


 Our mission was to create full marketing strategy so we could scale up and support their long-term goals of expanding their product range and deliver Duke & Dexter to new territories. To help push them towards these KPI’s we created a bespoke funnel, including granular audiences and an aggressive growth strategy that would accurately reflect their brand aesthetic and company ethos.

Having previously never worked across paid social or PPC, a full funnel technique was needed whilst quickly scaling up from minimal budget to increasing day by day and maintaining a respectable ROAS.


  • 500% ROI
  • 23% Increase in Conversion
  • 205% Increase in clicks
  • 15% Increase in AOV
  • 27% Decrease in CPA

They had this to say on the project:

“IGM started our Facebook marketing strategy from scratch, first testing a minimal budget whilst focusing on ROAS. IGM built all campaigns and target audiences whilst the ads were the perfect representation of the brand. IGM then focused on increasing the budget but maintaining that ever important ROAS and other key metrics.” Chris Hopkins | Marketing Director