F*ck Yeah, Boyar!
Igniting Gift Shop Glory with DOE Media’s Marketing Moxie
On their journey from Gramercy Park to the West Village, Boyar Gifts became New York City’s go-to spot for cheeky merchandise, whimsical pop-culture tributes, and a hefty dose of NYC attitude.
Founded by sisters Tali and Michelle—two pharmacy pros turned unapologetic gift-gurus—the brand launched in 2017 with a simple mission: ditch the dull in favor of brash, funny, and downright wild gifts. Today, the sisters’ unique sense of humor, storied NYC roots, and pop-culture savvy draw customers from every borough (and beyond).
Despite a loyal in-store following, Boyar Gifts recognized the need to refine their online marketing. Enter DOE Media. Eager to expand beyond local foot traffic, the sisters sought a data-driven partner to amplify their email campaigns, resurrect dormant Meta ads, and maintain their brand’s signature comedic flair in everything they do. Armed with comedic copy, sassy designs, and a readiness to push boundaries, Boyar Gifts and DOE Media joined forces late in 2023 and embarked on a journey to scale both sales and laughs.
The Challenge
EMAIL STRATEGY:
0 to 100 Real Quick
- Having fewer than 100 people on file, Boyar’s mailing list was practically nonexistent, limiting email-driven revenue, but providing a great opportunity to grow.
- Previously used email designs didn’t reflect Boyar’s vibrant, often irreverent character. The brand wanted comedic honesty with a strong visual punch.
- The initial creative assets made available to the DOE team were low-res images taken directly from the store’s website. With a limited variety of product shots available, the team had to find creative ways to repurpose the same pictures without getting stagnant.
- The brand’s comedic voice had to show up in both visuals and text, yet existing creative lacked synergy.
META ADS:
Stagnant to Spark
- The brand’s Meta ad account had been put on pause during the months leading up to Black Friday 2024, missing earlier prime marketing windows.
- Boyar’s owners were price-conscious, needing a strategic approach to ensure each dollar hit home.
FLUCTUATING DEMAND:
Novelty Market Seasonality
- Gag gifts, celebrity-themed trinkets, and random holiday objects are subject to spikes at Black Friday, Cyber Monday, Christmas, or random “national days.”
- Harnessing ephemeral trends—like the Swifties or “Friends” mania—requires a quick pivot, or items risk going stale.
FINGER ON THE PULSE:
Rocking the Vote
- With many products tied to culturally relevant trends, the 2024 presidential election presented a prime opportunity to leverage national sentiment. While political targeting worked on Google, it didn’t quite find its rhythm on Meta. Presenting a new challenge for the team while trying to find synergy between the two channels.
The Solutions
- EMAIL RENAISSANCE
Pop-Up Gamification: DOE introduced an interactive sign-up pop-up featuring colorful balloon dogs. Each color granted a random discount, giving new visitors a playful reason to subscribe.
Cheeky Copy + Bold Designs: Freed from limiting template designs, DOE’s team fully embraced Boyar’s love of profanity and sass. We added short comedic lines, mild cursing, and references to the brand’s irreverent NYC culture. Moreover, we capitalized on:
- Sending Emails More Frequently (weekdays and weekends, around 9–10 AM) to ensure regular, timely engagement.
- Highlighting “unique and memorable gifts you can’t find anywhere else” as the brand’s overarching unique selling proposition (USP).
- Using GIFs in the hero section of each email to capture attention with whimsical products and comedic flair.
- Leaning into comedic language about creating laughs and memories for friends, reflecting the brand’s boisterous persona.
Monthly & “Oddball Holiday” Themes: DOE leveraged recurring and offbeat events (e.g., “National Hat Day”), showcasing one or two lesser-known products for each mini celebration. Snappy, comedic messaging tied these micro-holidays to Boyar’s off-the-wall selection.
- META ADVERTISING REBOOT
Holiday-Centric Ad Groups: With the account dormant until just before BFCM 2024, DOE swiftly grouped different product themes—ornaments, gag mugs, pop-culture references—into specialized holiday audiences. This timely focus allowed quick spikes in online awareness and sales during the year’s busiest shopping window.
Targeting Quirky Interests: We moved beyond standard “gift” audiences to incorporate fans of boomer rock, throwback TV watchers, and comedic icons. Matching these audiences with novelty pillows, “Sex & the City” references, or witty coffee mugs ensured the brand’s quirk matched the viewer’s sense of humor.
- FUN TWIST ON CREATIVE & BRAND VOICE
DOE encouraged short comedic lines, mild cursing, and “f*ck yeah” humor to cut through typical ad clutter. Rather than generic product placements, ads hammered home Boyar’s gritty NYC ethos—embedding key phrases like “We F*cking Love NYC—So Do You!” to unify local identity with universal comedic appeal.
- COORDINATION BETWEEN CHANNELS
Email + Meta:
The newly expanded email list—swelled by the gamified pop-up—got retargeting pushes from Meta, reinforcing brand announcements and monthly novelty hits. Synchronized promotional periods ensured that comedic messaging and visuals were echoed across both channels at the same times.
Synchronized Monthly Offers:
Using the brand’s irreverent voice, DOE’s copy team wrote comedic lines that matched the brand’s flamboyant visuals—tying daily trending events or memes into reasons to shop. This synergy of comedic visuals and short, punchy copy took advantage of ephemeral social moments, sustaining excitement even after a particular meme or holiday ended.
The Results
Early Google & Meta Results
(Q4 of first year working together)
- Sales up 414% during this period compared to the previous four months (Q3 of first year working together).
- Online store conversion rate rose 83%.
Black Friday Cyber Monday Year-over-Year (YoY)
- Conversions were up 975% YoY.
- December ROAS was 66.52% higher than the previous year.
- Meta’s BFCM brought a 412% jump in sales compared to the previous year.
- Overall, December was 114% higher than the previous year.
YoY Shopify Revenue Change
Overall Annual Increase: 41%
Black Friday Cyber Monday Year-over-Year (YoY)
- Conversions were up 975% YoY.
- December ROAS was 66.52% higher than the previous year.
- Meta’s BFCM brought a 412% jump in sales compared to the previous year.
- Overall, December was 114% higher than the previous year.
BOYAR F*CKING GIFTS
By The Numbers
Sales Up
414%
Compared to the previous quarter before their partnership with DOE.
412%
Jump in Black Friday Cyber Monday Sales
Compared to the previous year before their partnership with DOE.
41%
Increase in Annual Shopify Revenue
As a result of the coordinated efforts between the Meta and email teams
Email-Attributed Revenue Up
590%
Compared to the previous year, representing 23% of total revenue.
What's Next?
Building on the momentum of their successful email and Meta campaigns, Boyar Gifts is poised to continue surprising customers with new comedic twists. Looking ahead, DOE Media and Boyar plan to:
Refine Gen X Targeting:
Focus on 45–54-year-old women (already a significant share of buyers) by centering pop-culture angles around comedic nostalgia.
Maintain Seasonal &
Trend Awareness:
Novelty spikes revolve around major holidays and pop-culture events. Vigilantly tracking memes, social media chatter, and timely “national days” will help Boyar pivot product offerings on short notice.
Bundle & Upsell:
Novelty spikes revolve around major holidays and pop-culture events. Vigilantly tracking memes, social media chatter, and timely “national days” will help Boyar pivot product offerings on short notice.
Yearly Growth:
Novelty spikes revolve around major holidays and pop-culture events. Vigilantly tracking memes, social media chatter, and timely “national days” will help Boyar pivot product offerings on short notice.
By infusing comedic flair into email layouts, aligning brand voice with irreverent visuals, and targeting audiences with a taste for witty, offbeat merchandise, DOE Media helped Boyar Gifts transform static templates and dormant ads into vibrant marketing engines. The brand’s unique mix of humor, pop-culture alignment, and agile promotional tactics now forms a repeatable model for staying relevant in a trend-driven market.
Ready to supercharge your brand’s marketing through creative content, integrated campaigns, and data-informed strategies?
Contact DOE Media for a free marketing audit to see how we can tailor a growth plan that’s as bold and memorable as your products.