Basedodici
Italian streetwear brand
Year: 2017 – ongoing
the goal isn't just to sell online. it's to build a system
The starting point
BASEDODICI is an Italian streetwear brand born as a physical shop, with a community built over time and a strong cultural identity.
When we started working together, the goal wasn’t just to sell online. It was to build a system: e-commerce, content, campaigns, automations — all coordinated to sustain rapid growth based on frequent drops, high volumes and high expectations from an audience that was already there.
” We didn’t want one-off sales. We wanted to build a system that sold continuously, drop after drop, without losing the brand’s soul.”
In parallel, the brand needed to grow visually, from social content to shoot campaigns, through to the use of AI to speed up creative production without sacrificing impact.
The results achieved
From zero to a million. Built drop after drop.
Years of work on BASEDODICI across all four fronts: drop-based e-commerce strategy, content for ads and brand campaigns, advertising on Meta, Google and TikTok, and everything that holds the system together — CRM, automations, Shopify, TikTok Shop.
€1M
annual e-commerce revenue generated
3 ad channels
advertising running in parallel: Meta, Google, TikTok
Drop Strategy
a scalable, repeatable sales model built from scratch
Co-ownership
revenue-share partnerships with direct investment in the projects
MARKETING STRATEGY
How we did it
We built the model around the drops.
Every launch is divided into three phases with distinct objectives, creative and messages: pre-drop (anticipation, waiting list, early access), drop-day (immediate conversion, urgency), post-drop (remarketing, sales recovery, loyalty).
Selling was never an isolated event, it's a cycle. Every drop feeds the next.
CONTENT CREATION
How we did it
For BASEDODICI content has never been an accessory. It's part of the system, what holds together the brand’s identity and the logic of the drops.
Every launch has its own visual: shoots in Italy and abroad, creative built on the community’s rhythm, videos that speak to the right audience at the right moment.
Over time we integrated production with AI, not to cut corners, but to sustain the frequency of the drops without losing the impact of each individual piece.
ADVERTISING CAMPAIGNS
How we did it
Full management on Meta, Google and TikTok, including the activation and management of the TikTok Shop channel with creator and affiliate marketing strategies.
BASEDODICI is the client with the largest advertising budget managed by Gerico, and the one where the testing system is most advanced.
The focus is constant: optimising for ROAS and volume, adapting quickly based on real sales data, continuous testing of creative and angles.
AI SOLUTIONS and OPTIMISATION
How we did it
Development and continuous evolution of the Shopify e-commerce. Automation system built around the customer lifecycle: onboarding, pre-drop notifications, post-purchase, loyalty and points system. Newsletters integrated into the funnel, not separate communication.
AI customer care to handle the volume of enquiries during drops without losing response quality.
3D configurator for garment customisation, turning product choice into an interactive experience.
The result is a system where every piece talks to the others and where the operational complexity of frequent drops becomes a competitive advantage, not a brake.
MORE PROJECTS
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