Unlocking Growth for Cloak Brand through Strategic Customer Intelligence
Executive Summary
Cloak partnered with AccessFuel to unlock growth and deepen customer intelligence for Cloak Brand — a high-profile apparel business co-founded by global creators. With a desire to maximize their current business, they needed precise, actionable insights into their customer base.
AccessFuel deployed its Growth Operating System, starting with a Data Health Report and evolving into a multi-phase engagement. This included dynamic persona creation and a long-term roadmap to power new brand development through structured intelligence and AI-enabled activation.
The Challenge: Unknown Audience, Untapped Potential
Despite Cloak’s cultural relevance and premium positioning, performance metrics told a different story:
CTR: ~1%
Cost per Purchase: $1.00
ROI: ~$0
The core issue? GCG lacked clarity on who was actually buying — and why. The founders had grown distant from the data, and the marketing team was operating on assumptions and generalized insights.
GCG’s goals were urgent and twofold:
Maximize short-term growth for Cloak via better targeting and product alignment
Prepare to launch a new brand by extracting critical audience and performance intelligence before the Cloak contract ended
AF’s Solution: The Growth OS in Action
AccessFuel stepped in as GCG’s Data Insights Partner, delivering a roadmap that moved from foundational cleanup to strategic activation. This was powered by AF’s proprietary Growth Operating System — a full-stack platform with tools, processes, and AI agents designed to help teams go from raw data to real outcomes.
Phase 1: Crawl (First 2 Months)
Data Audit & Health Report (Shopify, Klaviyo, Meta, Attentive)
Quick Wins: Initial insight snapshots, identifying top-performing segments and hidden opportunities
System Setup: AF Console deployed as the source of truth
Phase 2: Walk
Customer Intelligence Engine activated to define dynamic personas based on actual behaviors and motivations
Data Enrichment & Inference Tagging improved segmentation accuracy across channels
Business Insights Layer explored strategic questions across marketing, sales, and product
Phase 3: Run → Build
Product Requirements Document (PRD) scoped for long-term platform development
12+ Month Roadmap to operationalize AF’s AI capabilities across campaign creation, performance tracking, and new brand incubation
Results & Impact
AF helped transform GCG’s understanding of Cloak’s business from a generic snapshot to a living, evolving intelligence layer — with measurable uplift potential.
Metric | Before AF | Good (Early Gains) | Better | Supercharged (Target) |
|---|---|---|---|---|
CTR | ~1% | 4% | 20% | 40% |
Cost PP | $1.00 | $0.25 | $0.10 | $0.05 |
ROI | $0 | $0.50 | $2.00 | $5.00 |
Strategic Gains:
Persona-Led Marketing: Delivered clarity on who to reach and how to talk to them
Data System Foundation: AF’s Growth OS became the backbone of GCG’s new brand strategy
Platform-Ready Insights: Enabled GCG to identify product white space and prepare for launch of future DTC ventures
Looking Ahead: From Brand Insight to Platform Scale
This partnership laid the foundation for a scalable growth platform — one that goes beyond Cloak. With AccessFuel’s system in place, GCG is positioned to:
Activate real-time personas for campaign creation across future brands
Use AI-powered intelligence loops to shorten feedback cycles and improve performance
Expand into a multi-brand growth engine, where every customer interaction sharpens brand direction
AF’s work with GCG shows how deep customer understanding — when paired with the right data systems — isn’t just a tactical advantage. It’s a launchpad for reinvention.
