Founded in 1917, The Costumer is a long-standing, employee-owned provider of theatrical costumes, makeup, wigs, and behind-the-scenes production services based in Schenectady, NY. They support a wide range of clients, including theaters, film and television productions, and performing arts programs, helping bring creative visions to life.
Wakefly has partnered with The Costumer since 2014, with a primary focus on PPC management to connect customers with their extensive costume and production offerings. The Costumer needed a digital marketing strategy that could drive consistent, year-round traffic, not just during peak seasonal demand, while effectively promoting a large and diverse inventory to both individual consumers and large organizations.
Together, we developed a strategic approach leveraging a mix of Search, Shopping, and Performance Max campaigns. This multi-channel strategy enabled The Costumer to reach both individual customers and larger organizations throughout the year, reducing reliance on the Halloween season.
Over more than a decade of collaboration, Wakefly has helped The Costumer navigate numerous Google Ads platform updates and evolving market conditions.
Recently, The Costumer transitioned from a custom-built website to the Shopify platform. This shift significantly improved integration with Google’s marketing ecosystem, enabling a cleaner, more optimized product feed, stronger campaign performance and greater scalability.
Through ongoing collaboration and continuous optimization, Wakefly has helped The Costumer expand its reach, grow its customer base and drive measurable performance improvements. From individual customers to large-scale productions, their services continue to support creative projects across the country.
